Inditex boosts Oysho with a new store concept

Madrid – Inditex remains steadfast in its commitment to Oysho, viewing it as a key potential driver for its next phase of growth. The company is boosting its presence in Spain with the opening of a new flagship store for the brand in Vigo. The store opened its doors to the public on Thursday, September 3, 2026, in the heart of the Galician city, debuting the revamped image and new store concept for the group's womenswear sportswear brand.

Located at 25 Rúa do Príncipe in central Vigo, the opening solidifies Inditex's presence in the city's urban centre. The group already operates prominent stores for its Zara, Zara Home, Pull&Bear and Massimo Dutti brands on the same central shopping street, with Bershka and Stradivarius located on its extension, Rúa de Urzáiz. This retail footprint is now complete with the inauguration of the Oysho flagship store, through which the brand and group have taken over a historic city centre building. The site is well-known and valued by the local community for having housed the legendary photography studio, Estudio Pacheco de Vigo. The studio's origins date back to 1870, and its photographic archive was acquired by the local council, forming the Pacheco Photographic Archive preserved at the Casa de las Artes in Vigo.

Occupying the entire building at 25 Rúa do Príncipe, the new Oysho flagship store in Vigo spans all five floors. The brand previously operated from a store in the Gran Vía shopping centre. Just over 500 square metres, spread across three floors, have been allocated as retail space. From here, the sportswear brand has rolled out its new image and store concept, making this flagship opening the starting point for Oysho's new phase of development.

On this matter, the sportswear brand's management stated, “the store debuts a new concept focused on sport and leisure, with a spacious and functional area that integrates the building's original architecture and complements the technical and contemporary character of Oysho's collections.” It remains to be seen how these features will be implemented in other new Oysho stores, which will help to clarify the novelty of the concept. Nevertheless, several stimulating elements are already apparent from this first new-model store in Vigo.

Paving the way for Oysho's new 'permeable stores'

In its general characteristics, the new Oysho store concept follows the same path of 'premiumisation' of the shopping experience that Inditex has already established across its brand portfolio. It moves away from a purely sportswear aesthetic, typical of specialised brands like Nike, Adidas or Lululemon, and elevates itself towards the style of more exclusive outdoor apparel brands. This is a subtle shift that FashionUnited first noted in December 2024 with the opening of the Oysho store in Milan. It has now finally crystallised into this new store concept, designed and implemented by the brand. We have decided to summarise this concept under the term 'permeable stores', highlighting how the brand seems determined to create retail spaces that are increasingly aligned with local specificities and needs.

New and 'elevated' image, to distance itself from Nike, Adidas or Lululemon

To develop these unique features, the brand has meticulously executed a careful renovation and conservation project for the building. This has allowed it to highlight some of the property's most representative elements. These elements have been fully integrated into the new store's retail environment and include exposed granite walls with lowered arches; skylights and large glazed galleries; and a central glazed courtyard that acts as a vertical link between the different floors.

The result is the image of a brand distancing itself from exclusively sportswear-focused firms like Nike, Adidas or Lululemon, as previously mentioned. It is moving closer to the more 'fashion-forward' universe exhibited by luxury brands such as Moncler or Canada Goose. Oysho seems to be drawing particularly close to the latter's shopping experience and point-of-sale aesthetic with the renewed image presented in this new Vigo store. The message the brand aims to convey to its current and potential audience is clear: it is not just a sportswear brand, but a fashion-sportswear brand, with a strong emphasis on fashion.

Regarding the specifics of this project, Oysho highlights that “the design respects the building's identity and makes pre-existing elements a key part of the store experience.” To that end, “the architectural project preserves and enhances some of the building's most representative elements.” This has resulted in a space where “traditional Galician architecture contrasts with contemporary materials and finishes,” and where “the original stone coexists with continuous cement floors, white surfaces, dark technical woods and various types of metal integrated into the furniture.”

With an adapted offer

The second key element of this new store concept is its commercial offer, which is increasingly adapted to the local environment and the needs of the population, a strategy Oysho seems determined to pursue. This approach has led the brand to dedicate the ground floor of this new Vigo flagship to products linked to the 'Hike & Gorpcore' universe. This new apparel trend fuses hiking and mountain aesthetics, resulting in a renewed outdoor fashion look suitable for both urban wear and hiking, a popular activity in Vigo and throughout Galicia.

From the moment they enter, the ground floor of the new Oysho flagship invites visitors to discover this new fashion trend, offering a selection of looks that combine technical outerwear with sports basics. These styles, characterised by layering, are displayed throughout the ground floor, which provides access to the first floor. This space is reserved for Oysho's running collections and core products, including its latest trainer models and brand essentials like leggings. The offering on this floor is completed by a dedicated space for Oysho's padel line, one of the brand's most strategic sports categories. The brand's universe in the Vigo store is completed on the second floor, which is dedicated to the full footwear range, the popular accessories line, and pieces from the Studio Collection, featuring a selection of items for yoga, barre and pilates.

The store's spatial design “favours the visual connection between the different floors and creates a fluid journey to discover the brand's collections,” Oysho points out. The brand “reinforces its sports positioning through” this new store concept, “which offers a shopping experience that fuses sport and leisure,” in this case “with each floor articulated around different disciplines and product categories.” This layout allows Oysho to “propose a journey in which product, technical innovation and sports disciplines coexist within the same space, reinforcing the brand's evolution towards a concept focused on sport,” but from a markedly elevated and fashion-conscious perspective.