River Island is relocating and upsizing to a new store at Newcastle’s Eldon Square destination. The new store covers 20,000 sq ft+ and is located on St Andrews Way across two floors in the former Topshop unit. It will provide an “enhanced shopping experience featuring curated collections, digital fitting rooms and a brand-new look”.

The company is pulling out all the stops for the location with the store to include exclusive product edits, specialist sections as well as next-generation tech, so customers can order items in-store or for home delivery. 

It’s said to be a digital-first store and this focus also extends to fitting rooms, “where products will be identified on entry for ease of purchase”. Using the touchscreen interface, customers can ask for more sizes, choose alternative styles or get other help such as style advice.

Gemma Scarfe, Digital & Marketing Director at River Island said: “Newcastle has been a beacon of cultural dynamism in the last decade, drawing in investment and shaping itself as a premier destination, and we are excited to be part of that story. Our new store promises to redefine the shopping experience for our customers, enriching their journey through our brand amidst the vibrancy of this thriving city.”

Eldon Square is owned by XPE Group PLC, formerly known as Intu Debenture PLC, the company having rebranded only this month. 

It said the change “marks a significant shift to reflect a move away from its former Intu Debenture PLC group set-up and towards a future-facing company. Under its new identity, [it] will implement strategies aimed at future-proofing its three schemes – including investing in key brands such as River Island”.

XPE’s Pete Cooper said: “The expansion of River Island’s concept store represents a significant milestone in Newcastle’s retail landscape, marking the first retail announcement since [we] rebranded. The new store supports our strategy of elevating Eldon Square, providing unparalleled opportunities for engaging customer experiences. As Eldon Square continues to evolve with strategic developments like Next and Sephora, we’re excited to contribute to the region’s thriving retail ecosystem. We look forward to fostering meaningful partnerships that will take Newcastle’s retail offering to the next level.”