Apple plans to open second London store at Brent Cross

Apple Computer is to open its second branded bricks-and-mortar store in London, as its sales focus shifts to a retail-led environment.

The store, at Brent Cross shopping centre in North-west London, will bring the number of Apple retail outlets in the UK to six. Three stores are open already – in London’s Regent Street, Kent’s Bluewater shopping centre and the Bullring shopping centre in Birmingham – with two more due to open in Manchester and Sheffield. Apple opened its first UK store in autumn last year (MW September 20, 2004).

Apple aims to create a consumer experience, where customers can try out and interact with products before they decide to buy – the company focuses on online sales. Apple, known the world over for its iconic iPod MP3 player, has more than 100 stores in the US, as well as three in Japan and one in Canada.

The stores have a “Genius Bar”, where consumers can ask for technical assistance from Apple experts. There are also areas dedicated to personal computing and to music, where Apple’s iTunes download service and the iPod are promoted.

In the UK, Apple distributes its products through its online store and Apple Centre concessions. In the past year, it has gained a huge high street presence following agreements to sell its products, predominantly the iPod and iPod Mini brands, through retailers including Boots, Dixons and PC World.

Agreements with retailers and hardware manufacturers have seen Apple’s brand recognition soar and sales of the iPod now outnumber sales of its computer products. However, last week PC manufacturer Hewlett-Packard confirmed that it has terminated its agreement to sell Apple products through its retail distribution partners, saying that the deal was no longer consistent with its own strategy.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here