Marks and Spencer (M&S) has officially opened the doors to its flagship store on Oxford Street, which has been modernised over the past 12 months.

All 100,000 square feet of the site, known as the Pantheon, are now open with the Fashion, Home, and Beauty floors having been completely renovated. M&S said the floors will serve as “R&D” concepts in which it will test new features before rolling out successful ones to other stores.

Additions include curated collections for each floor, along with ambient lighting, bespoke M&S scents, and curated playlists for each section.

Core additions to the revamped Menswear, Kidswear, Lingerie and Home collections, which were unveiled today, include a new bespoke suiting section, a beauty hall featuring M&S ranges and third-party products including K-beauty, a babywear room, and a dedicated lingerie room.

Throughout the store, M&S has reordered product displays to make them easier to browse and paired them with digital screens for outfit inspiration. It has also modernised the in-store click and collect experience.

Stuart Machin, chief executive of M&S, said: “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. We started at Clapham St John’s Road and have renewed 160 of our food stores since then, including here at Pantheon.

“Now we’re taking that same approach into Fashion, Home and Beauty. 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. It’s where we’re testing how we make shopping our ranges easier, more curated and more inspiring, from clearer product moments to how the store looks and feels overall.”

M&S announced a £90 million investment in its London estate in April 2025, split across the Pantheon renovation alongside the restoration of eleven other stores in the city and the construction of new food halls in Clapham, Covent Garden, Fulham Broadway, Putney, New Malden, and Leytonstone.

Work on the Pantheon foodhall finished last August, while its womenswear and beauty sections reopened in January.

---