Young fashion womenswear brand Girls on Film has opened its first UK store in Westfield Stratford City.
The brand, which is part of the Little Mistress Group, has taken the 3,000 sq ft former Miss Sixty unit, located opposite Zara and Apple in the shopping centre.
The shop stocks 80% Girls on Film product with the remaining 20% coming from the goup’s other labels Little Mistress and Paper Dolls.
The shop is the third UK store for the group following the opening of two Little Mistress shops in Guildford in Surrey and Lakeside shopping centre in Essex over the last couple of weeks.
Internationally, Girls on Film opened its first four franchise stores with partner Al Hokair in August.
The group plans to roll out between 40 and 50 franchise stores – a mixture of Girls on Film and Little Mistress – over the next two years in Iran, Dubai, Kuwait and Oman.
Girls on Film is also gearing up to launch its first wholesale collection for spring 18 in January.
The 100-piece collection, which will be different fromthe retail range, will have a wholesale price range of £7 for tops to £16 for jackets.
The brand will also be able to create exclusive styles for large accounts with a 200 piece minimum.
The Girls on Film design team has grown from two people to six in the last month to accommodate the launch.
Little Mistress has 20 concessions in Debenhams and plans to have 25 by the end of 2018. It has reduced its number of wholesale accounts from 150 to 25 in the UK and it has 40 in Ireland.