What: M&S has refurbished its Pantheon flagship on Oxford Street with a more premium store design, expanded beauty offer and bespoke menswear service.

Why it is important: The refurbishment shows how M&S is using premium design, curated categories and enhanced service to reposition its store experience.

Marks & Spencer has unveiled its refurbished Pantheon flagship on Oxford Street, using the 100,000-square-foot store to showcase a more elevated approach to interiors, merchandising and customer service. The four-floor site, located in the historic Pantheon building, has been redesigned with lighter colours, warmer lighting, cleaner circulation, architectural details, modern furniture and campaign screens, replacing its former functional, supermarket-style feel. The store now features larger and more curated areas for footwear, lingerie, beauty, menswear, home and food. Beauty has been expanded with brands including Sunday Riley, Biodance, Nuxe and Clinique, alongside M&S Studio fragrances priced at £22.50. Menswear introduces a bespoke service starting at £350, covering suits for black tie, weddings and everyday wear. Chief executive Stuart Machin said Pantheon is M&S’s first full-line flagship and R&D store for fashion, home and beauty. The refurbishment forms part of a £90 million London store investment programme and a wider effort to modernise the estate while preserving M&S’s core values of quality, style and value.

IADS Notes: M&S’s Pantheon refurbishment fits into the retailer’s broader push to modernise its estate, elevate its fashion and beauty offer, and use flagship stores as laboratories for new retail concepts. In November 2025, Drapers reported that M&S was accelerating store renewal, targeting 180 full-line stores and 420 food stores by 2028, with renewed formats focused on larger food halls, market-style produce sections, in-store bakeries and easier circulation. The strategy was already visible in August 2025, when a Press Release on M&S’s Bristol flagship showed the retailer combining food, fashion, home, beauty, hospitality and experiential features in a major city-centre store. M&S’s premiumisation also reflects a wider UK trend: in January 2026, WWD described how marquee retailers such as Selfridges, Harvey Nichols and Harrods were refreshing flagship spaces and introducing new formats to strengthen relevance, while BeautyInc’s February 2026 coverage of Selfridges’ fragrance hall showed how curated beauty, exclusives and immersive design can turn a category into a destination. In June 2026, the Financial Times connected M&S’s store upgrades to its broader repositioning as a go-to fashion destination through supply chain innovation, digital expansion and high-profile collaborations.

Marks & Spencer unveils a new, elevated store design