Classic fashion retailer Joseph plans to open its first UK shopping centre store at Bluewater in November.
The retailer has traditionally preferred niche high street locations and has not sought to open stores in big centres.
However, operations officer Stephen Kutner said: 'We felt that the quality and reputation of the Bluewater retail mix ensured that it was on our target list of new locations.'
The retailer will take over a 2,710 sq ft (250 sq m) unit in the Guild Hall.
Bluewater general manager Paul Lucchinelli said the centre is involved in negotiations with other possible new arrivals. Announcements are likely soon.