River Island debuts new store format at Centre:mk ahead of wider rollout
River Island has unveiled a new store format at its 12,800 sq ft store at Centre:mk in Milton Keynes, with plans to roll out the concept more widely.
The two-floor store has undergone a major redesign aimed at creating “a more elevated, engaging and customer-centric shopping experience”.
The new format features an enhanced exterior and redesigned layout, alongside River Island’s first River-Runway installation, which showcases runway-inspired looks and the latest trends.
The store also includes a new denim department, offering an expanded range of silhouettes and washes, as well as larger, modernised fitting rooms.
Its WW Smart Fitting Rooms allow customers to request alternative sizes and products without leaving the fitting room, while weight-sensing self-service checkouts use radio-frequency identification (RFID) technology.
Mel Aucott, Retail Director at River Island, said: “Debuting our new store concept at Centre:mk represents an important step change in River Island’s bricks-and-mortar presence.”
Aucott said the centre’s fashion retailers and loyal customer base were among the factors that attracted the brand to the location.
“We are excited to reveal our enhanced store offering to our customers and look forward to expanding this vision further,” she added.
The reopening comes as River Island continues to reshape its UK store estate. A restructuring plan launched in August 2025 included proposals to close 33 UK stores and reduce rents at a further 71 locations over three years.
In June, Chief Executive Ben Lewis outlined plans for new stores across the UK and Ireland, alongside further investment in digital sales. It followed the company’s return to a pre-tax profit of £11.6 million in 2025, compared with an operating loss of £65.3 million for the full year of 2024.
Centre:mk attracts more than 22 million visits a year and is home to retailers including Mango, Reiss, John Lewis and Marks & Spencer.
Commenting on the latest opening, Centre Director Kevin Duffy said: “Our wide catchment values quality concepts, and we’re delighted that Centre:mk can be the first to bring this new concept to the market.”
