Pinterest has opened a new Oxford Circus destination to drive the group’s strategy for a “new era of shopping”, where it can serve as a digital shop window for brands and spark inspiration for consumers.
Pinterest has partnered with many retailers and brands with flagship stores on Oxford Street, helping to bring to life real-world purchases, store visits and experiences.
Its collaboration with Primark in 2025 on its home collection sparked a 115% rise in store sales in the week it launched, while similar partnerships with H&M and Samsung saw increases in engagement and conversions.
The new hub also reflects the platform’s growth in Europe, as revenue grew 27% year on year in the first quarter of 2026.
Pinterest vice president of international Greg Owens said: “The future of retail isn’t online or offline, it’s both. People increasingly discover what they want before they walk into a store, and that’s exactly what Pinterest is built for – we help close the gap between inspiration and action. That’s why we are so excited to open our new London home on Oxford Circus, one of the world’s most iconic shopping destinations.
“Retail is entering a new era where AI, visual discovery, and physical stores blend seamlessly. As a digital shop window, we help partners – from London’s top flagships found at Oxford Circus to high streets everywhere – turn inspiration into real sales.”
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