Inside Under Armour’s Oxford Street store as it targets rapid expansion

Exterior of Under Armour store, Oxford Street, London

Under Armour has opened its latest store in the UK on London’s Oxford Street, marking a “significant milestone in its European growth plan”.

The new store, inspired by the City of London and the London Underground, is the sportswear brand’s fourth store in the country after it opened branches in Westfield Stratford City, Battersea Power Station and Liverpool One.

Under Armour said the store expansion “reflects the company’s consistent growth and increased consumer demand” in Europe, the Middle East and Africa, which is its fastest-growing region in the current financial year.

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