Marks & Spencer revamps Oxford Street flagship with premium new services

Marks & Spencer has given its Pantheon flagship at 173 Oxford Street a more polished, more useful edge, pairing a premium interior refresh with services that feel designed to keep shoppers in store longer. The reopened top two floors, unveiled on Monday, July 13, 2026, pushed the four-floor site to almost 100,000 square feet and made the building a sharper showcase for where physical fashion retail is headed: less transactional, more tailored.

The revamped store now brings Food, Fashion, Home and Beauty under one roof, but the biggest shift is not the category mix. It is the way Marks & Spencer is using the building as its first full-line research-and-development site for Fashion, Home and Beauty, with the Pantheon layout set to act as a blueprint for future stores across the estate. In other words, this is no longer just a flagship for display. It is a testing ground for how the brand wants its shops to work.

The new services are the clearest signal. Marks & Spencer introduced a brand-new bespoke suiting offer, the first for M&S menswear, allowing customers to create a made-to-order suit in-store with a turnaround of about three weeks. That pushes the retailer closer to the made-to-measure, consultation-led territory that luxury and premium department stores have used for years to justify a visit. The home department now includes an M&S x Kelly Hoppen edit in a bespoke section, while the beauty hall adds Sunday Riley, Biodance, Nuxe and Clinique, names that give the floor a noticeably more elevated register.

The redesign also leaned into the practical details that make a flagship feel current rather than merely expensive. Marks & Spencer said the store now includes bold digital screens, easier-to-shop product displays and a more seamless Click & Collect, payments and services experience. That matters on Oxford Street, where the retailer said footfall remains down 30% on pre-pandemic levels. The message is blunt: if the street is fighting for relevance, stores have to earn their place with more than shelves.

Pantheon is one of eleven stores being renewed across Greater London this financial year, alongside six new openings in the capital, backed by a £90 million investment. Over the next three years, Marks & Spencer plans to rotate its UK full-line estate from 227 stores to 180 higher-quality, higher-productivity sites, a pruning that underlines the shift toward fewer but better spaces. The Oxford Street flagship now sits at the center of that strategy, just as Marks & Spencer marks 100 years in fashion and prepares its debut London Fashion Week collection this autumn.