Longchamp will open the doors of its London Flagship on September 14.
The 3, 229 sq ft store will take over the current Quicksilver shop at 229 Regent Street
The ground floor of the shop will house women’s bags, accessories, shoes and a ready to wear collection and the First floor will be home to menswear and luggage. A mezzanine dedicated to the house’s Le Pliage collection, will separate the two areas.
Longchamp chief executive Jean Cassegrain said the London store was chosen as an “international destination”, given the large number of tourists visiting the city.
He added: “When we open in a site such as Regent Street, it gives us great visibility and a physical presence in an important market. It is a sort of statement of our commitment to the UK market.”
In addition to the three London stores, Longchamp has more than 252 boutiques worldwide. The company reported sales of €454m (£387m) in 2012.
The opening follows the launch of the brands first store in Israel earlier this week.