Hundreds of Harry Potter fans lined Oxford Street overnight in anticipation of the opening of the UK's largest themed superstore. Actor Warwick Davis was among the stars present at the grand opening of the massive new shop.
Diehard fans, many in costume, began queuing late last night for a chance to be among the first through the doors of the store, which spans more than 21,000 square feet over two floors. The design is inspired by Diagon Alley, the iconic shopping street from the Harry Potter series. The store also features the Hogwarts Bear Ceremony, allowing fans to create custom bears with house robes, scarves, and ties.
This new flagship is the second official Harry Potter retail destination in the UK, following the store at King's Cross Station. It comes as a growing trend of unofficial Harry Potter shops has emerged in London and other UK tourist cities, with at least six such stores in London's West End alone. These unofficial shops, some named 'Magical Platform' or 'Spellbound Emporium,' sell merchandise but are not affiliated with Warner Bros or author J.K. Rowling.
A retail expert noted that the opening of the official store on Oxford Street could put pressure on these unofficial retailers, potentially "squeezing the oxygen out of the unlicensed market." Mr. De Mello, founder and chief executive of JDM Retail, told the Daily Mail that Warner Bros is "reclaiming the narrative" on the prominent shopping street.
The Oxford Street site is being promoted as a fully immersive experience, offering visitors the chance to explore themed spaces, discover unique products, and encounter magical moments. 
