Microsoft confirms plans for a new flagship store in Regent Street opposite Apple


Shopping may be turning into an increasingly virtual experience, with people buying goods online and through apps, but there is no denying the power of a physical in-store experience — a lesson that Microsoft is taking to heart. Today the company announced that it would be opening a new flagship store in London in Regent Street near Oxford Circus — just a stone’s (or an iPhone’s) throw from the Apple flagship store that saw a huge revamp a year ago.

The area around Oxford Circus, which is at the intersection of Oxford Street and Regent Street, is one of the most high-profile shopping precincts in the world, so having a presence there underscores Microsoft’s strategy to double down on retail.

“We couldn’t be happier to be opening a flagship store in the heart of central…

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