Microsoft to Close Its UK Flagship Store in London Next Month
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Microsoft has confirmed that it will close its only physical retail presence in the UK, the Microsoft Experience Centre in London, by February 2025. The 21,000-square-foot space, located on Oxford Street, was the company’s flagship store in the region but will soon shut down as part of a strategic shift toward digital growth.
“To better align with its focus on digital growth, Microsoft has decided to exit the lease at the Microsoft Experience Centre in London early,” a Microsoft spokesperson told Windows Central.
The London store opened with great fanfare in July 2019, designed as a tech hub showcasing Microsoft’s Surface devices, Xbox consoles, and third-party OEM hardware. It also featured an Answer Desk for Surface and Xbox repairs, along with interactive experiences like HoloLens demonstrations and a real McLaren Senna for gaming enthusiasts to enjoy Forza Horizon.
Housed inside a historic 1920s building in Oxford Circus, the store had three floors. The first two were retail spaces brimming with Microsoft’s latest innovations, while the third floor was used for business meetings and partner events.
Despite its prime location, the store struggled with foot traffic following the pandemic, leading to its transition into an “experience center” in 2020, similar to other flagship stores Microsoft shuttered in the US.
The closure underscores Microsoft’s ongoing retreat from physical retail spaces and consumer-facing efforts. Without the store, UK customers will lose direct access to technical support for Surface and Xbox products through the Answer Desk.
While a similar Microsoft Experience Centre still operates in New York City, the move raises questions about the longevity of other flagship locations worldwide.
Microsoft’s focus has been shifting away from in-person retail toward digital channels and enterprise services. The company continues to “regularly review locations and workforce to align with market opportunities,” as noted by a spokesperson.
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