The Xbox Gear Store is back with a new name, new look, and new merchandise — but there is something noticeably missing
Microsoft has relaunched its Xbox merchandise storefront under a new name: the Xbox Game Studios Shop. The original Xbox Gear Shop went offline months ago without explanation, leaving only a vague “coming soon” placeholder. The extended absence frustrated fans eager to purchase official Xbox merchandise representing their favorite franchises.
The newly rebranded Xbox Game Studios Shop aims to serve as the primary destination for first-party merchandise. However, the store’s current inventory notably lacks official Xbox-branded items at launch—a gap that the title of the original news piece emphasizes as particularly noticeable. Microsoft announced the reopening via Xbox Wire but has not provided details about when Xbox-branded merchandise will be added to the catalog.
The relaunch represents Microsoft’s effort to rebuild its official merchandise presence after the earlier storefront closure. While the initial inventory appears focused on game studio and franchise-specific merchandise rather than general Xbox branding, the company appears committed to expanding the catalog. The Xbox Game Studios Shop is intended to become the unified hub for fans looking to purchase official merchandise tied to Microsoft’s gaming first-party titles.