Womenswear brand Damsel in a Dress is opening its first standalone store on Nile Street in Brighton on 25 August.
The label was bought by South African retailer The Foschini Group (TFG) in February.
At the time Drapers exclusively revealed that TFG Brands (London), the parent brand for Phase Eight, Studio 8 and Whistles, is planning to open 100 UK stores and concessions for Damsel in a Dress.
The 450 sq ft store will feature the autumn 17 collection – the first from the new team. Victoria Snepp, previously senior designer at Phase Eight, has been brought in as senior designer and Phase Eight brand director Judith Bremner oversees its strategic direction while retaining her existing role.
Damsel in a Dress currently trades from concessions in 33 John Lewis stores and one in Arnotts in Dublin, as well as online with John Lewis and House of Fraser. It also sells through damselinadress.co.uk which will be relaunched in October.
Bremner said: “The spirit of Brighton’s individual style scene is a great environment to launch our first Damsel in a Dress store. We believe that the brand will bring a point of difference to this iconic shopping scene and will be a go-to destination for statement, glamorous dressing”.