Cashmere brand Goat is to open its first store, having signed a lease to take a unit in Mayfair.
The brand, which is now entering its second decade, will open a 660 sq ft shop at 4 Conduit Street, which was previously occupied by the Greek Tourist Board, next door to footwear store Oliver Sweeney.
The store will open this autumn. Goat founder and creative director Jane Lewis will be the creative force behind the shop working alongside interior designer Found Associates on developing an environment focused on “clean lines and quiet luxury”.
The signing comes as part of the Crown Estate’s £1bn investment in and around Regent Street.
Lewis said: “Conduit Street felt instinctively right. It’s a great opportunity for Goat - being in the very heart of central London will quite literally put us on the map.”