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?