Italian fashion group Benetton is revamping its London flagship store as part of a drive to overhaul its flagships in key European cities.

The London shop, on a corner of the Oxford Circus crossroads, is closed and will reopen on August 19. The retailer said it aimed to combine the “pioneering spirit” of the brand with a “sense of London’s history and heritage”.

Each flagship will be overhauled to give it a local feel. Benetton also wants to revamp stores in top European cities including Frankfurt, Milan and Paris.

The London store revamp includes a restoration of the original building and makes use of natural light, plain materials, and “clean lines and shapes”.

The retailer revealed a net income rise from E29m (£24m) to E40m (£33m) in the first half of 2010, boosted by a “positive trend” in exchange rates and a focus on higher-value products.

Topics