Exciting news for witches, wizards and Muggles alike: the Wizarding World is expanding once again and this time, it’s right in the heart of London.

A brand-new official HARRY POTTER flagship store is set to open in autumn 2026 on the world-famous Oxford Street, marking a major milestone for fans in the UK. Joining the beloved Harry Potter Shop at King’s Cross, this will become one of only two official Harry Potter retail destinations in the country.

A magical new landmark in Central London

The upcoming store will span an impressive 21,000 square feet across two floors at The Ribbon, 134-140 Oxford Street. Designed as a fully immersive wizarding emporium, the flagship promises far more than shelves of merchandise.

Visitors can expect:

• Immersive interiors inspired by iconic locations from the books and films
• Exclusive merchandise unavailable anywhere else
• Interactive elements throughout the store
• Dedicated photo opportunities for fans

The goal? To make guests feel as though they’ve stepped directly into the WIZARDING WORLD.

Karl Durrant, Senior Vice President of Worldwide Retail at Warner Bros. Discovery, teased what’s to come:

“Harry Potter is deeply rooted in British storytelling and this will give fans an exciting new way to experience this magical world in the city that features so prominently in the stories. Offering a completely new retail experience for Harry Potter fans which will delight and entertain, it’s going to be very special.”

Expanding the global wizarding retail experience

The Oxford Street flagship joins a growing portfolio of Harry Potter retail experiences worldwide, including stores in New York City, Chicago, and Tokyo.

London already holds a special place in the hearts of Potterheads, as the city plays a central role in the story itself, from Diagon Alley’s hidden entrance to Platform 9¾. Beyond retail, the capital is home to the hugely popular Warner Bros. Studio Tour London – The Making of Harry Potter, which continues to attract visitors from around the globe.

With the addition of this new Oxford Street location, London is further cementing its status as a must-visit destination for fans of the Boy Who Lived.

Opening in autumn 2026

The HARRY POTTER Shop Oxford Street is scheduled to open in autumn 2026. While full details of the design and exclusive product lines are still under wraps, anticipation is already building for what promises to be one of the most immersive Wizarding World retail experiences yet.

Official announcement from harrypotter.com