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Choice to open store in Westfield Stratford

Premium indie Choice is to open its sixth store, in shopping centre Westfield Stratford, with a new-look shopfit set to cost about £1m.

The 4,500 sq ft store, which will open on September 14, will be the latest addition to Choice’s portfolio of shops in Romford and Lakeside, both in Essex, Bluewater in Kent and London’s Canary Wharf and Westfield London.

Choice buying director Darren Conway said he wanted the new shop to appeal to customers that already shop at other Choice stores as well as to tourists and visitors to the new shopping centre who head there around the 2012 Olympics.

Conway said: “When the Olympics is on the shop will be seen by the world.”

He added there would be plenty to encourage shoppers to keep visiting. “When it opens there will be the initial buzz, then Christmas trade and then the Olympics. It’s got good access from the train and a lot of people seem to be moving into that area.”

The store will stock the brands currently offered in Choice’s other stores including Vivienne Westwood, D&G, Ralph Lauren, Lyle & Scott, Penfield, True Religion, Comme des Garçons Play and Barbour.

Conway said the shopfit would cost in the region of £1m. Although final designs are yet to be decided on, Conway said the store would have a “clean and luxurious” look and that this would be mirrored in any future store refits.

In July, Choice will add the new shopfit to its Lakeside store, which will also be expanded. The store will double in size to 8,000 sq ft with Choice taking up adjacent empty units to expand the floor space.

Conway said the Lakeside store would have separate accessories and footwear areas. He added: “It’s not just about stocking more, it’s about making it look different and interesting.”

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