Oasis's new Bullring store is its most significant opening in terms of design and investment since London's Argyll Street three years ago, according to the retailer. Marketing director Hannah Russell said the new store encapsulates all aspects of the 'boutique' look introduced in 2000 and incorporated in 165 refitted stores since. 'The Bullring store is modern and feminine. Because of its size of 4,000 sq ft (370 sq m) and its length, we took the decision to split the store into salon-style rooms, each with its own personality and colour palette,' said Russell. Oasis has 215 stores in the UK, including concessions.