What: The second location of the new generation department store, WOW, will open on Serrano Street in Madrid by the end of the year, aligning with the Christmas season.

Why it is important: The Serrano Street location will cater to different target audiences, enhance the brand appeal, and attract both local clientele and foreign tourists.

This new store, located in a former El Corte Inglés building at 52 C. de Serrano, will emphasize luxury fashion. The Serrano store aims to attract a predominantly Madrid-based clientele due to its location in the luxury-centric Salamanca neighbourhood, while the Gran Vía store expects a majority of foreign tourists. The Serrano location will feature 340 brands, including premium international names like Nanushka, ByFar, Coperni, and Bluemarine and will allow brands to rent and personalise their own spaces.

WOW will open its doors on Madrid’s Calle de Serrano at the end of the year