AllSaints, the global trendy contemporary fashion brand, has unveiled a striking new boutique in Oxfordshire’s Bicester Village, one of the UK’s most popular designer shopping destinations. The opening follows a series of strategic expansions across the UK, including Glasgow, St Pancras and Meadowhall earlier this year.
The refurbished AllSaints Bicester Village store, which opened yesterday on 2nd July, replaces the brand’s previous unit in the same location. This expansion is a direct response to increased footfall and growing demand from shoppers in the region and beyond.
A Boutique Experience in Bicester Village
The new 2,362 sq ft. boutique sits in the heart of the Bicester Village Square, in the same prime location between Paige and Jimmy Choo, and directly across from Coach and Hugo Boss.
Its updated design is the first of AllSaints’ UK outlet stores to feature the brand’s elevated retail concept, first introduced in Los Angeles in 2024.
Shoppers can now expect a more personalised, boutique-style experience, complete with custom visual merchandising, a unique hanging mannequin system, and dedicated areas for key categories.
What’s New in Store
- Customisation: Customers can personalise any leather product purchased in-store, a nod to AllSaints’ reputation for iconic leather jackets.
- Expanded Product Range: Expect more choice in apparel, footwear, accessories, and handbags.
- Fragrance Focus: A newly launched fragrance section reflects the brand’s investment in scent as a core offering in 2025.
- Mobile Till Points: The Bicester store will be among the first to feature new mobile checkouts for a faster, more flexible shopping experience.
To support the upgraded space, AllSaints has expanded its in-store team, adding six new staff.
AllSaints Sessions: Live Music & Fashion
To celebrate the launch, AllSaints hosted an in-store event on opening day with a live DJ and complimentary drinks. The first 30 customers also received gift bags worth up to £150.
Festivities continue on Saturday 19th July with the brand’s second Sessions at AllSaints, a public event in the Village Square featuring three live singers and highlights from the new Autumn collection. Over 300 prizes will be available to win throughout the day.
Executive Perspectives
Catherine Jobling, AllSaints’ Chief Operating Officer, said:
“Our new and improved Bicester Village location reflects our strategic focus on investing in standout stores where we know our brand resonates strongly. The expansion allows us to elevate the customer experience and showcase more of what makes AllSaints unique.”
Frankie Mallinson, Global Retail Director, added:
“Bicester Village is a key location for us, and this larger boutique allows us to make a bigger statement across product, presentation and experience.
Local Access: Getting There
The new AllSaints boutique is easily accessible for Oxfordshire shoppers and visitors alike:
- By Road: Located off the A41 and close to the M40, Bicester Village is a short drive from Oxford, with ample free parking on site.
- By Train: Direct rail connections from Oxford and London Marylebone make it easy for day-trippers and commuters to reach the Village. There is a shuttle bus taking you directly to the Village from Bicester station.
