Microsoft is shutting down its only retail store in the UK, the Microsoft Experience Center located in Oxford Circus, less than six years after its opening. Initially opened in 2017 as a showcase for Microsoft’s products, the store underwent transitions during the pandemic and was rebranded in 2021. Due to a changing market strategy favoring digital growth, the decision was made to terminate the lease early. Despite being an optimistic concept for in-person customer experiences, the store struggled with relevance and viability in Microsoft's overall business plan.
Microsoft has decided to exit the lease at the Microsoft Experience Center in London early to better align with its focus on digital growth.
In 2021, an optimistic Microsoft spokesperson stated: 'Our Microsoft Experience Centers were created to provide customers a way to experience our products in person.'
The Oxford Circus store was doomed from the outset due to a dubious business case and the impact of the pandemic.
The theory was that the Oxford Circus space could be used for business meetings or partner events, but it led to an early exit instead.
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