Bicester Village and the art of renewal

Bicester Village is evolving in new and surprising ways. For a number of years, the shopping village near Oxford has looked at the broader picture of luxury discount shopping, moving this concept towards a more thoughtful realm that reflects modern lifestyle choices. For example, it regularly supports eco-conscious, positive-impact brands, with a focus on British businesses that may need a push in the right direction.

The village also hosts special events and supports pop-up stores that help to promote emerging designers – including initiatives with the British Fashion Council. In addition to this, there have been recommerce projects offering shoppers high end pre-loved items, as well as charity endeavours, most notably with Bicester’s Do Good programme which raises money for non-profit organisations such as Smartworks, World Connect and Into University, all of which offer practical and financial support to vulnerable young people and women.

Striking a balance is important, which is why the village is embracing new commercial ventures that reflect a more contemporary and normalised approach to discount buying, which was once simply seen as a “savvy” way to shop.

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Today, snapping up a designer bargain isn’t just a thrifty footnote in retail culture, it’s a way of life that’s here for the long haul. There’s no reason, however, that this can’t be an exclusive and uplifting experience, which is one reason Bicester Village has put time into finely tuning its bespoke services. You can book a face-to-face personal shopping appointment online, which takes place at the personal shopping suites in The Apartment, Bicester Village’s five-star private space. Virtual shopping can also be set up from the website: you simply choose a boutique from a list and a sales manager will respond via the chat platform. It’s a particularly useful system if you are hankering after a specific item or if you want to be kept up-to-date with the latest designer drops.

A number of new shops are championing customer-centricity, too, including OP2.0, a French sneaker boutique which will be trading at Bicester Village until 28 October. Founded in 2019 by students Ilan Spinosa and Cristian Vargas, the store stocks the rarest and most sought-after pieces in the sneaker industry. It also collaborates with artists, offering customers a personalisation service so they can truly stand out with their new kicks.

“We consider our store opening at Bicester Village as a step forward toward the perfect luxury client experience,” said Vargas. “We are the first stand-alone sneakers store in Bicester Village and opening our very first store in the UK has always been a goal since founding.”

The launch of OP2.0 is a big move for a place like Bicester Village – it’s not a known name in the fashion landscape, but the launch shows an eagerness to cater to a younger, fashion-forward demographic who have a more fluid attitude to luxury purchasing.

And there’s more to come. In November Watchfinder, the well-known retailer of luxury pre-owned watches, will be launching at Bicester Village. This will further compound the business’s commercial understanding of what the term “newness” has come to mean for a younger generation – not necessarily something newly-made, but something newly presented as exclusive, niche and well cared for.