The sports fashion chain previously had three stores on Oxford Street, but struggled to make a money on the famous London thoroughfare. The management are confident the new store, which features more selling space and a smaller stock room, will turn a decent profit.
The store is split over three levels and features the sports fashion chain’s most up-to-date store fit.
The shop has dedicated areas for each brand, including Adidas and Nike as well as JD’s own brands – for example McKenzie.
JD is set to continue with its store revamp programme as well as opening new stores were appropriate. The store was designed by design consultants Dalziel + Pow.