Menswear brand Farah is to open its first permanent UK store at Seven Dials in Covent Garden.
Parent company Perry Ellis International has signed for a 764 sq ft unit on Earlham Street, which will open in May.
Perry Ellis Europe managing director Francisco Gonzalez-Meza Hoffmann said: “We wanted a central London location with a strong heritage of its own for our Farah flagship store. The retail mix and atmosphere of Seven Dials is perfect. We will be in great company in one of the most thriving destinations for fashion in London.”
The brand is mainly represented in the UK through more than 100 stockists, but in 2011 Perry Ellis decided to move back into retail by taking a unit at pop-up mall Boxpark in Shoreditch for its Farah Vintage line.
Perry Ellis has adopted a similar strategy with its Original Penguin brand, expanding its UK retail presence to five stores after opening in Portsmouth last autumn.
It has chosen the fashion-rich Seven Dials to open up a larger Farah store with a fuller range of clothing, covering both the mainline and the younger Farah Vintage collection.
Sam Bain-Mollison, head of group retail strategy and letting at landlord Shaftesbury, said: “Farah is a great fit for Seven Dials.”
Other fashion retailers to have opened in the area during the past few months include Franklin & Marshall on Neal Street, and Peter Werth and Le Coq Sportif on Earlham Street.
In 2012, Drapers revealed that Perry Ellis, which also operates the Callaway brand, was preparing for a push to expand its European presence.