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Joy to conquer commuters at Waterloo

Fashion and lifestyle minichain Joy is opening a new store in Waterloo station, in central London, as the business continues to expand.

Joy has taken unit 11 and 12 on Waterloo’s Balcony, a newly-developed retail section of the railway station. The 2,229 sq ft store opens at midday next week (September 26).

Joy’s creative director Maureen O’Brien said: ““A store on The Balcony development is extremely exciting for Waterloo and Joy alike.  We plan to energise the shopping experience at the station.  We want to experiment with innovative new marketing campaigns and product to excite and stimulate the Waterloo shopper.”

It follows a move by Joy to expand its retail footprint, most significantly through opening an 11,000 sq ft flagship on Albion Street, Leeds, its largest store to date. Further stores are being scouted out in Manchester, Nottingham and Liverpool.

The business, which entered administration in 2008 before being bought by Louche London, now has 24 stores throughout the UK.

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