Nike may promote “Just do it”, but it took three and a half years for the brand to set up in the Grand Duchy. Initial discussions between Nhood, the centre’s operator, and Retailors, Nike’s master franchisee in Europe, date back to early 2023. Scheduled for November 2025, the opening was ultimately pushed back by seven months due to construction delays. This Thursday, the shop is ready.
And it’s making quite an impact. Itay Rosenblum, Retailors’ Managing Director for Western Europe and Scandinavia, made no secret of his enthusiasm at the press preview on 3 June. “It’s one of the most beautiful stores we’ve opened in Western Europe.” The “Rise” concept implemented here features high ceilings, a large screen at the entrance and lighting designed to immerse the customer. Another distinctive feature: two separate entrances—a rarity in Nike Stores—to create multiple customer journeys across the two levels.
The missing link
“This is a transformative move,” emphasises Marie-Aude Hosten, Nhood’s sales director in Luxembourg — transformative “both in terms of the brand and its reputation, but also in terms of the range it offers”. La Cloche d’Or already had AS Adventure for outdoor gear, as well as Courir and Foot Locker for trainers, but no technical sports retailer on this scale. “In the sports sector, we were a bit light,” she admits. Nike’s arrival therefore fills a gap identified by the centre, with territorial exclusivity to boot: the brand will not be established anywhere else in Luxembourg.
For Raphaël Bouchet, the Shopping Centre’s director, the stakes go beyond the sports range alone. “Nike is an iconic, intergenerational brand. Its arrival will help boost our appeal nationwide, as well as among visitors from France, Belgium and elsewhere.” In 2025, the Cloche d’Or welcomed 7 million visitors. The target for 2026 is 7.5 million.
900 customers a day
For Itay Rosenblum, the choice of Luxembourg was no accident. Before opening any new store, Retailors carries out a systematic analysis: market indicators, competitors’ performance, and commercial potential. The Grand Duchy ticked several boxes: high purchasing power, an international population, and a strong affinity for sport. “Consumers deserve the right brand exposure and the premium products we want to offer,” sums up Retailors’ Managing Director for Western Europe and Scandinavia.
The site’s potential is already reflected in the figures: Itay Rosenblum expects around 900 customers a day, or more than 300,000 over the course of the year. The chosen layout, covering 1,360m² over two floors, reflects both this assessment of the Luxembourg market and the quality of the available premises at La Cloche d’Or. Several options had been considered in Luxembourg, but the façade, the layout of the premises and the central location made the difference. To accommodate Nike, three retail units were combined, explains Raphaël Bouchet. Namur has been relocated to a smaller space in the centre, whilst America Today and Victorine have left the premises permanently.
The new store will stock items for women, men and children, covering running, training, football, lifestyle and Jordan ranges. No exclusive collections for Luxembourg are planned at this stage. However, Itay Rosenblum indicates that the Cloche d’Or store could be among the European shops selected to stock NikeSKIMS, the line developed by Nike in collaboration with SKIMS, Kim Kardashian’s brand, around early 2027. The store will also offer recycling and donation services. Customers will be able to drop off certain used products for recycling or reuse, notably via Nike Grind for end-of-life footwear. The collected products will then be handled by Nike’s partners.
Two openings in two days
The opening of the Nike store comes during a busy week for the Cloche d'Or. On Wednesday, Mango opened its new store in the premises previously occupied by Les Ambassadeurs. Having been in the centre for a year with a 350 m² outlet, the Spanish brand has doubled its floor space following better-than-expected sales. Its former premises will be converted to house the men’s range.
In recent months, the Cloche d’Or has also welcomed Ladurée, which opened on 14 February. The brand has replaced the former Losch car showroom in a strategic location in the centre. For Marie-Aude Hosten, these changes are not merely part of a standard retail refresh: they are intended to enhance the site’s appeal whilst meeting the evolving expectations of visitors.
Catering is also on the agenda for future projects. A street food initiative is currently being finalised in the Food Corner, where new additions are planned. The centre is also looking to expand its services in the beauty, health and wellness sectors, an area the sales team says it intends to continue developing following the recent arrival of the G d’Or beauty salon.
With 115 shops spread across three floors, 75,000 m² of retail space and 2,750 parking spaces, La Cloche d’Or continues to evolve its retail mix. The opening of a Nike store is eagerly anticipated not only by sports and trainers enthusiasts. Spanning 1,360m², a far cry from the 3,600m²-plus stores of Zara or H&M, the brand is set to act as a driving force: a magnet capable of generating footfall and benefiting the centre’s other retailers.
