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Marks & Spencer has completed the renewal of its flagship at 173 Oxford Street, bringing Food, Fashion, Home and Beauty together across four floors. The store will operate as its first full-line research-and-development site for Fashion, Home and Beauty.
The British high street retailer unveiled the Pantheon store’s remaining two upper floors on Monday, 13 July, adding its latest Menswear, Kidswear, Lingerie and Home collections to the renewed location.
The transformation covers almost 100,000 sq ft and has been completed in stages while the store continued trading. M&S has occupied the building, identified by its green PANTHEON lettering, since 1938.
Marks & Spencer CEO Stuart Machin said: “Pantheon on Oxford Street, where we’ve had a store since 1938, is our first full-line flagship and our R&D store for Fashion, Home and Beauty.”
A new format for Fashion, Home and Beauty
M&S has completely renewed the Fashion, Home and Beauty floors with a concept designed to test how customers navigate and shop its ranges. Successful features are intended to be introduced across the wider estate over time.
Collections are arranged in dedicated rooms, with clearer zoning and architectural features separating product categories. The design combines ambient lighting, M&S heritage green, warm neutral tones, bespoke scents and curated playlists.
Digital screens provide outfit inspiration, while product displays have been simplified to make ranges easier to browse. Integrated Click & Collect and payment facilities are designed to link online ordering with store visits.
Pantheon also introduces a made-to-order suiting service, which M&S describes as a first for its menswear business. Customers can create a bespoke suit in store, supported by fitting and alteration services.
Other category spaces include a dedicated Body Shop lingerie room, a Babywear room and a Beauty Hall carrying M&S ranges alongside third-party labels, including K-Beauty brands. Home contains a dedicated M&S x Kelly Hoppen edit within a space designed by the interior designer.
The official Pantheon store listing also includes self-service collection and returns kiosks, personal suit fittings, bra-fitting services and tax-free shopping among the available facilities.
The store remained open during the work
M&S completed the project department by department while keeping the flagship open. The renewed 19,400 sq ft lower-ground Foodhall opened in August 2025, followed by Womenswear and Beauty in January 2026.
The market-style Foodhall includes a Pizza Bar using hand-stretched sourdough bases, a Hot Chicken Counter, an in-store bakery and a dedicated Wine Shop. A coffee shop and British-inspired gifting area extend the food offer beyond grocery shopping.
That format provides the model for the work now taking place across other departments. M&S began testing its modern Food format at Clapham St John’s Road in 2019 and has since renewed 160 Food stores.
“In 2019, we built the blueprint to modernise our Food business, with a new food format designed to capture the soul of a fresh market,” Machin said. “Now we’re taking that same approach into Fashion, Home and Beauty.”
Pantheon joins a wider store-renewal programme
Pantheon is one of six London stores that M&S plans to renew during the current financial year, alongside four new openings in the capital.
Across the UK, the retailer is planning two new full-line stores, 18 new Food stores, four extensions and further renewals. The programme is focused on moving investment towards locations and formats that M&S believes can provide a stronger customer experience.
An earlier M&S investment announcement outlined more than £90 million of spending across its London estate. That programme covered 17 new or improved stores and was expected to create 450 local jobs.
Machin described Pantheon as an example of the company’s strategy to “protect the magic and modernise the rest”, retaining its established customer proposition while updating stores and services.
“We’ve still got a lot to do modernising our estate, with 25 years of catching up to do,” he said. “But Pantheon is a big step forward.”
M&S prepares for London Fashion Week
The completed Pantheon comes as M&S marks 100 years in the fashion industry and prepares for its official debut on the London Fashion Week runway this autumn.
Its womenswear and menswear collection will be available to buy immediately online, in selected international markets and through flagship UK stores. M&S also plans to live stream the runway show .
Pantheon will now serve as a test site for the retailer’s next phase of store renewal, with successful features informing work elsewhere in its estate.