Huge queues form at Oxford Street for opening of UK's largest Harry Potter flagship store - as Warwick Davis among stars to attend

Published: 06:30 EDT, 4 November 2026 | Updated: 06:45 EDT, 4 November 2026 Hundreds of Harry Potter fans lined Oxford Street overnight in anticipation of the opening of the UK's largest themed superstore.Warwick Davis was among the stars who were present at the huge new store's grand opening earlier today.Diehard fans donned their best themed costumes and began queueing late last night to be in with the chance of being among the first through the doors. The huge flagship shop spans more than 21,000 square feet over two floors and is inspired by Diagon Alley - the magical shopping street from the hit book series.It also features the Hogwarts Bear Ceremony, where fans can create their own custom bear complete with a house robe, scarf and tie.It will become the second official retail destination for the book series after the sister site at King's Cross Station.It comes amid a growing trend of unofficial Potter shops opening in London and other UK tourist cities as retailers try to cash in ahead of next year's new TV series.There are at least six such stores in London's West End alone, with names including Magical Platform, Spellbound Emporium and House of Wonders. Fans wait outside to visit the new Harry Potter flagship store on Oxford Street in LondonWarwick Davis during the opening of the new Harry Potter flagship store in Oxford StreetWhile some sell genuine Harry Potter merchandise, they are not affiliated with Warner Bros or author JK Rowling.Many of the stores sell a range of pricey but genuine merchandise linked to the books and films despite being unaffiliated with studio Warner Bros or author JK Rowling.They are most prevalent in London's West End where there are at least six, with names such as 'Magical Platform', 'Spellbound Emporium' and 'House of Wonders'.The official Oxford Street store is expected to give fans a new destination to buy merchandise directly from the brand behind the films, potentially putting pressure on the unofficial retailers which have increasingly become part of the capital's tourist landscape. A retail expert previously said the move showed Warner Bros' plans to 'squeeze the oxygen out of the unlicensed market.'Mr De Mello, founder and chief executive of JDM Retail, told the Daily Mail: 'It is high time that Warner Bros finally reclaimed the narrative on Oxford Street.'For too long, our nation's flagship retail artery has been besieged by garish, unofficial 'souvenir' shops selling Harry Potter and related merchandise of questionable provenance.'By planting their flag so firmly on Oxford Street, Warner Bros is effectively squeezing the oxygen out of the unlicensed market,' he continued. Actor Tom Felton pictured promoting the new Oxford Street Harry Potter Shop The store features a host of locations made famous by the books and films such as Ollivanders Diagon Alley inside the new Harry Potter flagship store in LondonMany of the pirate stores sell a range of pricey but genuine merchandise linked to the books and films despite being unaffiliated with studio Warner Bros or author JK Rowling.They are most prevalent in London's West End where there are at least six, with names such as 'Magical Platform', 'Spellbound Emporium' and 'House of Wonders'.The new flagship will also be only Britain's second official Harry Potter shop, following the store at King's Cross station, although fans can also buy merchandise at the Warner Bros Studio Tour in Leavesden.The Oxford Street site is being billed as a fully immersive experience rather than simply a shop.Warner Bros says visitors will be able to explore 'beautifully themed spaces', discover one-of-a-kind products and encounter magical moments created for witches, wizards and Muggles alike.