Dr Martens has opened its 100th store across the Europe and Middle East region as it continues to expand its bricks-and-mortar retail presence.

The 4,967 sq ft store opened earlier this month at 184-190 Oxford Street, with the footwear retailer saying the 100th opening is “testament” to its “strong and increasing” bricks-and-mortar presence.

Dr Martens said the store will continue its strategy of “inspiring and engaging customers” with a range of bestselling products on offer.

The store houses a hand-painted Dr Martens mural created by London-based artist Neil Edward, as well as other feature walls across the store. 

Dr Martens said its second Oxford Street store marks an effort to increase its presence in the area alongside its neighbouring Carnaby Street flagship.

The store hopes to appeal to customers with a “proud sense of self-expression” as part of the retailer’s bid to enhance brand awareness, familiarity and visibility.

Dr Martens president for Europe, the Middle East and Africa (EMEA) Mike Stopforth said: “Our new store is situated in an amazing location, centred in the heart of London’s iconic Oxford Street, our eighth store in London and our milestone 100th store in EMEA.

“The team and I are all very excited about what this store can deliver in sales, exposure and consumer experience.

“The store represents the very best of what Dr Martens offers and has a great team on board, as well as a common understanding that the store will continually evolve and take inspiration from the storytelling and features of Dr Martens stores globally.

“Oxford Street has been a cornerstone of London’s retail scene for years – we are so excited to be expanding our footprint in such an important city for our brand.”