The retail sector has taken quite the beating recently, but that doesn’t seem to be stopping the likes of Microsoft (NASDAQ:$MSFT) or Apple (NASDAQ:$AAPL).

On Thursday, September 21, Microsoft announced that it will be opening a new flagship store in London on Regent Street near Oxford Circus. Microsoft’s new flagship store is in proximity to the Apple flagship that saw a massive revamp in 2016.

Deciding to put the new flagship store on Regents Street is a clear indication that Microsoft is planning to double down on retail. Why? The area around Oxford Circus, which sits at the intersection of Oxford Street and Regent Street, is one of the most high-profile shopping areas in the entire world.

“We couldn’t be happier to be opening a flagship store in the heart of central London at Oxford Circus, where two of the world’s most iconic shopping streets meet,” Cindy Rose said, who is the head of Microsoft in the United Kingdom. “We know our customers and fans, whether they are from London, the broader U.K. or just visiting will love our bold plans for the space. This will be so much more than just a great place to experience all that is possible with Microsoft, but a real hub for the community where we’ll be bringing to life our passion for helping people explore their creativity through an ambitious program of workshops and training along with moments that work to unite the community.”

Further, in a blog post, David Porter, head of Microsoft Stores, said “The United Kingdom is home to some of our most passionate fans. We already enjoy connecting through our partners and in our digital stores, and look forward to bringing a physical store to the region as another great choice for customers to experience the best technology from Microsoft.”

As of right now, there are 75 Microsoft Stores globally, with two flagship stores in Sydney and New York. And the takeaway? Anyone interested in application software is going to want to visit this new massive flagship.

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