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Westfield mall hosts Choice’s fifth store

Designer independent Choice has opened a new £1.5 million store at the Westfield London shopping mall in White City.

The store is the south east-based retailer’s fifth and spreads across 4,700sq ft selling men’s and women’s brands including Lyle & Scott, Ralph Lauren, Stone Island, True Religion and Vivienne Westwood.

The store is a move on from Choice’s recent concept at Bluewater in Kent and is the retailer’s most ambitious project yet.

Choice managing director Laurence Davis said: “The retail fashion market is more competitive than ever, as high street retailers invest more into the design of their stores to protect their position against value retailers and establish a more premium position.

“This, linked with the credit crunch, means Choice has to outperform its competition. Our new concept will allow us to differentiate ourselves and move the business forward.”
The store, designed by design firm Rawfish, was inspired by a trip that Davis took to Tokyo and features materials including stainless steel, glass mirrors, oak boards on the walls and floor and polished black plaster and marble tiles. There is also a dramatic curved ceiling while floor-to-ceiling glass pods are used to create intimate shopping spaces.
“The new store focuses on retail experience,” added Davis. “There are products that can be bought online but fashion retail is as much about the environment, service and in-store inspiration as it is the products.

“We have strived to create enticing interiors to stand out, recognising the return on investment this strategy delivers.”

Choice opened its first store in 1993 in Romford, Essex, and now has stores in Bluewater, Lakeside in Essex and Canary Wharf, east London. Davis also operates three G-Star franchise stores in Cambridge, and London’s Covent Garden and Westfield London.

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