Massimo Dutti unveils new store concept on London’s Oxford Street

Inditex-owned fashion brand Massimo Dutti today debuts its latest store concept in the UK at 319 Oxford Street in London.

The new store is showcasing a curated selection of clothing for men and women, including its limited-edition collection, as well as footwear and accessories, "in a neat and harmonious space".

The store provides a technologically integrated experience, with in-app reservations and purchases combined with contactless payments.

It also features Massimo Dutti’s latest interior design concept, featuring details like solid wood, natural stones and whitewashed walls, while simple and functional furniture, combined with natural lighting, "provide an aesthetically pleasing shopping experience for customers".

With this opening, London now joins cities including Paris, Madrid, Milan, Zurich, Vienna, Brussels, Athens, Lisbon and Miami with the renewed design concept.

Additional services available at the new store include a by appointment style advisor, for a more personalised shopping experience.

All store assistants are equipped with mobile devices, enabling customers to pay via them through tap-to-pay to avoid any queues in-store.

Customers can also use the brand’s app to scan products they find in-store to further gain information and add them directly to their online shopping basket, while a ‘Scan & Reserve’ service means customers can use the brand’s app to reserve items and collect them from the store within 24 hours.

Additionally, if a garment isn’t available in-store, customers can order it online from the assistants’ devices and receive their order 48 hours later – either at the store or at their preferred delivery location.

Massimo Dutti was founded in 1985 as a men’s fashion brand and was acquired by ZARA-owner Inditex in 1991, first launching a women’s offer in 1995. The brand now has over 643 stores in more than 78 markets and an online presence in 215 markets.