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Joy to open shop at Victoria Station

Fashion chain Joy is to open its third store in a London train station.

The retailer has signed for the 1,800 sq ft unit in the station concourse, its 17th in London and 25th in total, and the third store in a transport environment. The chain is already represented at Clapham Junction and London Waterloo.

The Victoria store will open its doors at the beginning of May, offering a selection of its men’s and women’s clothing and accessories.

Joy creative director Maureen O’Brien said: “We remain focused on stores that are there for the long term, whether in travel hotspots or in traditional high-street locations. Transport hubs offer consistently strong footfall and a direct line to our target customer, however we would always balance this with whether we feel our brand would be the right fit for that particular location, and in the case of Victoria, we are very confident.”

Outside of London Joy has stores in Bath, Glasgow, Leeds, Croydon, Guernsey, Leith, Edinburgh and Sheffield.

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