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Forever 21 to open on London's Oxford Street

UPDATED: US fast fashion retailer Forever 21 has confirmed it has signed for a flagship store in London’s Oxford Street, currently occupied by HMV.

Forever 21, which opened its UK debut store in Birmingham’s Bullring last Friday, has been scouting for a site in central London for some time.

The site, at 360 Oxford Street, is located on the west side of the street, next door to the shop which Spanish fashion house Desigual has secured from Disney. The 35,000 sq ft store is the chain’s second outlet on Oxford Street as it has a 50,000 sq ft flagship store at the east end of the street.

The deal is thought to be an assignment of the lease, moving from HMV to Forever 21.

Larry Meyer, Forever 21 executive vice president said: “Oxford Street is one of the most renowned shopping locations in the world and ideally suited for Forever 21. The reaction in the UK to our Birmingham store was very strong and we are looking forward to bringing our unique retail proposition to London next year.”

Property agency Harper Dennis Hobbs acts for Forever 21.

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