The Store

Opened in May 2024 in partnership with hospitality experts Reef Origin and EQ Group, the hotel is the convergence of two historical buildings sensitively restored by Urban R, Reef Origin’s team of architects and designers. Shaking up the city’s social scene, the result is a striking fusion of history and chic, modern interiors – defining a new era for Oxford where elegance meets energy.  

More than just a place to stay, The Store is a hive of activity drawing locals and visitors alike with its vibrant atmosphere, immersive experiences, and striking window displays – showcasing collaborations that celebrate its retail heritage. The first of three distinct dining options, destination restaurant Treadwell serves breakfast, lunch, and dinner in an intimate, urban setting. 

Offering a fresh take on British classics, enjoy inventive dishes with seasonal ingredients and a classic Sunday roast. Ascend to the rooftop bar where floor-to-ceiling glass frames unrivalled views of the city, with an outdoor terrace perfect for cocktails at golden hour. The ground floor bar is open daily for coffees by Oxford-based Newground Coffee, with a ‘Sips & Scavenger Bites’ menu for casual dining with street-side views. 

A destination in itself, The Store houses a spa by OSKIA with extensive treatments, a steam room, sauna, thermal relaxation area and sleek gym by Nohrd. Whether indulging in wellness, sipping cocktails with a skyline backdrop, or exploring the city from its heart, The Store is Oxford’s new cultural hub.  

Lemongrass Marketing, a B Corp-certified travel communications agency, delivered a digital positioning strategy for The Store, a seven-floor, 101-room hotel in the former Boswells department store building.

Tier-one titles closed: The Times, Red magazine, Time Out.

Build on The Store's launch momentum by increasing UK brand visibility following its 2023 launch. After a more traditional PR approach during the launch phase, the challenge was using data-driven insights to reposition the hotel's brand narrative, uncover fresh media opportunities and strengthen its competitive position against Oxford's established heritage-led hotels.

We audited the competition before writing anything

A digital positioning audit identified where competitors held coverage and where The Store didn't - turning positioning from a creative exercise into an evidence-based one.

We repositioned away from heritage deliberately

Using those insights, we developed a clearer narrative repositioning The Store as Oxford's new social hub, shifting focus away from heritage-led messaging toward its contemporary lifestyle offering.

In a city defined by history, being the contemporary option is genuinely differentiating. Being the eleventh historic hotel is not.

We targeted the exact gaps the audit found

We pursued publications where competitor hotels had secured coverage but The Store hadn't - closing the gap with tier-one titles including The Times, Red magazine and Time Out.

162 pieces of coverage between March 2025 and July 2026 with a reach of 434 million, and 70% of articles from websites with a domain authority of 60+.

What is a digital positioning audit? An analysis comparing a brand's media coverage against direct competitors to identify specific publications and narratives where the brand is under-represented, enabling evidence-based targeting.

How should a new hotel compete against established heritage properties? By differentiating rather than matching. The Store repositioned as Oxford's contemporary social hub rather than competing on heritage credentials, securing 162 pieces of coverage and 434 million reach.