Karen Millen has opened its relocated Covent Garden store at 2-3 James Street.
The 2,648 sq ft space houses the latest Karen Millen collections and is the brand’s most up-to-date store concept which has already been rolled out at flagships in New York and Knightsbridge.
It was previously located at 22-23 James Street. The new store is around 230 sq ft bigger and is closer to the main piazza in the centre.
Karen Millen chief executive Mike Shearwood said: “Covent Garden is an iconic site and a strong trading location for us, particularly as it attracts a high level of international visitors.”
In its most recent trading update Karen Millen revealed that efforts to relaunch the brand and make improvements to its marketing strategy caused pre-tax losses to double to £6.1m in the year to March 2014.
In November 2014, the business launched a virtual version of its 8,000 sq ft London flagship, allowing customers to browse and shop the store 24 hours a day.
Further store images to follow.