As Microsoft looks to bolster its physical presence and compete with other firms that offer unique brick-and-mortar experiences for shoppers, the tech company plans to open its first European retail store. The 21,932-square-foot Oxford Circus location will be close to Apple’s flagship Regent Street store, CNBC reported.
Microsoft CMO Chris Capossela said, according to the outlet, “This is our very first foray into Europe, and we couldn’t be more pleased to be in London.”
The British city is said to be the third flagship destination for the company, in addition to New York City and Sydney. The location will include a customized McLaren, meeting rooms, a digital classroom and an Xbox gaming room.
Microsoft U.K. CEO Cindy Rose said the store holds appeal for general consumers in addition to targeted clientele such as gamers and businesses. The store is said to feature Surface computers as well as tablets from the tech company. The report pointed out that Surface device sales jumped 21 percent year-on-year in the prior quarter.
Microsoft is one of an increasing number of companies in the tech space growing their in-real-life presence to complement their eCommerce sales. Retail Economics CEO Richard Lim noted that tech firms are aiming to create loyalty and buzz through new in-store experiences. Lim said, according to the report, “Primary locations like Oxford Street, where there’s sustainable levels of footfall, where the experience is much more than retail, is one of the crucial ingredients for success.”
Earlier this year, Microsoft Store Corporate Vice President David Porter said in a May announcement, “A flagship store in London has long been part of our vision for our physical and digital store presence. This opening represents another step in our journey to meet our customers – from consumers to businesses – wherever they are and deepen our connection with them.”