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Microsoft is opening its first retail store in London

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Microsoft is opening its first UK store in London. RetailWeek first reported that the software giant is in talks to secure a building at Oxford Circus, a popular shopping venue in the heart of London. Microsoft has confirmed that it plans to open a store in London. The building is currently occupied by United Colours of Benetton, but Microsoft is set to sign a 10-year lease on the property in the coming weeks. As has become tradition, Microsoft’s new store is just a few doors away from Apple’s own retail store on Regent Street.

Microsoft has tried to secure locations in the heart of London’s shopping district for years. The company was originally planning to open a store in the UK back in 2013 after registering its own limited company. Microsoft found it difficult to secure the building it wanted, and ultimately shelved its plans to open a store in London. This new deal means the retail location will be the first Microsoft store in the UK and Europe. Microsoft has stores across the US, a few in Canada, and one each in Puerto Rico and Australia.

Update, 5PM ET: Microsoft has confirmed its plans to open a store in London.