French young fashion retailer Etincelle will make its UK debut in the Westfield London shopping scheme at White City later this year.
Etincelle focuses on premium day-to-evening lines, including tops, dresses, jackets and denim, and is aimed at women aged 25-plus. It will compete with bridge brands such as Karen Millen and Reiss.
The Westfield London store will be run by Etincelle’s South African franchisee Myatt International.
A spokeswoman for Myatt said the company was looking for further locations in the UK. “There is no store like this in the UK, so there is an opportunity. A lot of English people know about the brand but they have to go to Paris to find it,” she said.
Etincelle has 16 stores in France, Russia, Africa, the Middle East and Asia.