Dyson founder 'personally designing' its Apple-style Oxford Street store

Inventor Dyson, who launched the company in 1991, is understood to be “very involved” with architects and designers as they finalise their plans for the London shop.

The Apple-style store, which will only be Dyson’s second standalone store worldwide, is poised to open this year at 439-451 Oxford Street, opposite Selfridges.

An opening date has not yet been set, but a spokeswoman for Dyson said it is on track to throw open its doors in July.

As revealed by Retail Week, Dyson exchanged contracts on the unit last September and is initially thought to have targeted an ambitious late-November opening in a bid to capitalise on Christmas trade.

The launch of the store has since been delayed, but the spokeswoman insisted it was “always the plan” to open in the summer.

Dyson is believed to be paying about £1m per year in rent on the prime property, which will provide a similar offer to that of technology giant Apple’s stores, with staff on hand to offer assistance and advice to customers.

In addition to vacuum cleaners, the shop will also sell a range of lifestyle lines including fans and its newly launched Supersonic hair dryers.

Dyson, which trades in more than 70 countries through its online platform and as a supplier to mainstream retailers, is seeking to bolster its bricks-and-mortar portfolio to about half a dozen stores across the globe. Its first store opened in Tokyo, Japan in April last year.