Under Armour to launch new flagship store in London, replacing Zara

The company aims to strengthen its position in Europe, the Middle East and Africa.

Under Armour has announced plans to open a new flagship store in London. The outlet will be located in a prestigious location on Oxford Street. The store is expected to open in the summer of 2023. Under Armour will be located at 242-248 Oxford Street, in the building where Zara was previously located.


Opening the flagship in central London is part of the strategy of the fourth-largest sports brand to develop in the British market actively. At the same time, the company aims to strengthen its position in Europe, the Middle East and Africa.

Under Armour entered the British market in early 2023 by opening stores in Battersea Power Station, Liverpool One and Westfield's Stratford City shopping centers. Previously, the brand was only widely represented in the country in multi-brand chains and online channels.

Kenningham Retail partner Mark Serrell of Berkeley Estate Asset Management said: "Oxford Street has undergone a major redevelopment, and it's great to see some temporary tenants being replaced by quality global brands. As part of the post-Covid recovery process, the new Under Armour store will give confidence to our main shopping streets."

Under Armour is an American sportswear company that designs and manufactures apparel, footwear, and accessories. The company was founded in 1996 by Kevin Plank. Under Armour specializes in performance apparel designed for various sports and activities, including running, basketball, soccer, and golf. Under Armour is headquartered in Baltimore, Maryland and operates in North America, Europe, the Middle East, Africa, Asia, and Latin America. The company has a strong presence in the United States and has partnerships with several professional sports teams and athletes.

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