Denim boutique Donna Ida is to open its second store, in the Westfield London development in White City.
The independent will go head to head with some of the UK’s largest high street multiples when it unveils its new store in October.
The bold move has been prompted by a promising year-on-year sales increase at the business. Sales for February were up 56% year-on-year, with profits up by a robust 15% over the first three months of 2008.
Donna Ida will occupy a 1,000sq ft unit in the scheme, which will also host stores including Chanel, FrostFrench and Gucci. The site will be double the size of the retailer’s existing store on Draycott Avenue in Kensington, west London, which opened in 2006.
The retailer sells premium denim brands including Sass & Bide and 18th Amendment, and hopes to introduce new collections including Marc by Marc Jacobs and See by Chloé into the new store in order to broaden its appeal in line with its White City target customers.
The business’s owner, Donna Ida Thornton, said: “Sales have stayed strong in our niche area. While we sell a premium product the prices are still very accessible to a large cross-section of the market. In times of economic recession customers also become more sensitive to quality as opposed to quantity. Customers are increasingly aware of buying clothes that will last.”