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Banana Republic launches on Regent Street

Gap opens its first Banana Republic store in Europe in London's Regent Street today.

The 17,000sq ft shop is located in the former Dickens & Jones store in Regent Street and stocks menswear, womenswear and accessories over three floors. The opening also marks the launch of Banana Republic's premium line called Monogram.

Prices are slightly higher than in the US but Banana Republic has not adopted the dollar for pound strategy that other US retailers have employed. Silk printed dresses are £95, women's cashmere jumpers are £85, men's T-shirts are £9.50 and men's shirts are between £50 and £60. A men's mac in the Monogram collection was £225.

Stephen Sunnucks, European president of Gap said that the pricing had been worked to fit into the UK market. He added that he saw Jigsaw, Reiss and Massimo Dutti as main competitors to Banana Republic.

Separately, according to reports, the retailer launched an investigation last night into allegations that workers in India who make its clothes are being forced to work more than 70 hours a week for as little as 15 pence an hour. The allegations come from charity War on Want, which plans a demonstration at the opening of the London store today.

To view more images of the store scroll down the page.

What do you think of the store? Will the Banana Republic chain work in the UK?

Readers' comments (6)

  • Looks quite tidy. Will be interesting to see how this fares in the middle of a credit crunch! Not an ideal time to open in the UK.

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  • Fabulous store concept and text book visual merchandising but can it really compete with the agressive UK /European Market.
    Collection is flat , uninteresting, too basic and over priced. Marketing is boring and not targeted to a more sophisticated European palette. Has Gap Inc not learnt thier lessons from Franchise partners globally. With easier access to Internet and travel to US increasing due to stenght of pound , customers will not want to pay more then thier cousins across the pond.
    Will BR become yet another destination to bargain shop for basics when markdowns happen.? How predicatable.

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  • Gorgeous albeit predicatable. Favorite zing, flat-bed carts used in Men's mannequin presentation. Patinated chronilogical references are always a humanizing element for customer connection. BR should embrace and live a bit more of its roots...specifically BANANA TREES, the fun, whimsy, iconography. Smeared in the name/brand, so embrace and live it. Not the junglebook Disney-ness of the original, but a measured reference/reverence. Living greenery is a plus on many visual, visceral and symbolic levels. Embrace and employ other elements of the original judiciously/strategically for pure entertainment. Anyone can do white, brown, stainless overlit. Take a risk..go back a bit to go forward.

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  • I've seen the store which is impressive in terms of shop fit but I'm not convinced by the product which is too basic and too expensive. If Stephen Sunnucks really thinks this will compete with Reiss he would be wrong. Reiss is all about design content. It looked more like Principles meets M&S Classics to me. Where is the design at BR? Also the fit is totally US like the old Gap. They definitely should think about bringing in a more European block if they want this to work. Unless of course they are targeting customers with middle-aged spread!

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  • zzzzzzzzzzzzzzzzzzz

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  • drapers, this website is getting worse by the day. blog has been the same for months as has community. Your great at banging on to your readers about how we need to improve our online business yet are happy to sit with no new features except stuff we read in the weekly drapers anyway. Take a look at the blog section and tell me if you are happy that the blog on oprah winfrey from yonks ago is still the most recent blog. tut tut tut, and heres all you luvvies in london meant to be from a journalistic background........write something then!!!!!!!!! give us some interesting blogs!!!!!

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