Salford-based youth fashion retailer Missguided is to open its first physical store at Westfield shopping centre in Stratford, east London.
It marks a new departure for the previously online-only firm.
Missguided dipped its toe into offline sales when its first concession store, at Selfridges in the Trafford Centre, opened in June 2015.
Two more outlets quickly followed, at Exchange Square in Manchester in November 2015, then Selfridges in Birmingham in March this year.
Retail Week report that the company will invest in a massive 16,100sq ft space at Westfield Stratford City, one of the largest urban shopping centres in Europe.
Boss Nitin Passi runs the retailer from Wharfside in Salford Quays with 210 staff, selling clothes and accessories aimed at women aged 16-25.
Missguided reported pre-tax profits just shy of £5 million in March 2015, with turnover at £87 million.
