Having opened in May this year The Store has quickly established itself as a vital element of Oxford’s cultural heartland and Experience Oxfordshire announce this new exciting and luxurious hotel is now an Ambassador Partner.

Housed within the former Boswells department store, the redevelopment has been delivered in partnership by Reef Group and the EQ Group. The result is a luxurious 101 room hotel with public spaces including a destination restaurant, Treadwell, rooftop bar offering unparalleled views over the iconic spires of Oxford, a sub-terranean spa featuring three treatment rooms, a thermal relaxation area with a steam room and sauna, 24/7 gym and treatments by British brand, Oskia. Plus the longest lobby bar in town offering views onto bustling Broad Street and an adjacent fireside snug. All designed to delight visitors and locals alike.

Hayley Beer-Gamage, Experience Oxfordshire CEO, said: “It has been our great pleasure to provide support for this impressive addition to Oxford’s hospitality offer. Boswells was a much-loved local landmark and the reimagining of the site to not only offer luxurious contemporary accommodation but also a social hub where locals can meet, relax and do business is in keeping with the building’s heritage. The physical transformation of the building is to be applauded and that Oxford has attracted this investment is testament to its vibrancy as a destination.”

Experience Oxfordshire, the official Local Visitor Economy Partnership (LVEP) and Destination Management Organisation (DMO) for the county, is a partnership organisation working with local businesses to grow the value of the visitor economy in Oxfordshire, for the benefit of everyone. Ambassador Partners are leading businesses from a variety of sectors across the Oxfordshire economy and collectively they bring valuable insight, support and investment to Experience Oxfordshire’s work.

The Store’s General Manager, Simon Drake, commented: “We’ve been delighted with the response The Store has received both prior to and in the months since we opened from guests, locals and Oxfordshire businesses. Our intention was to bring a new dimension to Oxford’s hospitality offering and we’re grateful for Experience Oxfordshire’s support in communicating this to the local community, associated audiences and potential visitors. We look forward to building on these relationships as an Ambassador Partner, investing in Experience Oxfordshire to help them deliver their remit and to collaborating with colleagues across the visitor economy to grow its value and influence.”

Experience Oxfordshire Ambassador Partners play an active role in ensuring the sustainability of the county’s destination management organisation. The Store joins Activate Learning, Bicester Village, Blenheim Palace, Cherwell District Council, Greatest Hits Radio, GWR, The Feathers Hotel, Hedges Law, Heythrop Park Hotel, Oxford Bus Company, Oxfordshire County Council, Pye Homes, Stagecoach and Westgate Oxford as Ambassadors for the county’s visitor economy.