Confetti, known for its online wedding-related products, is to open a store outside London for the first time.
The 3,000 sq ft (280 sq m) shop will begin trading in The Light shopping mall, Leeds, at the end of October. If successful, a national store-opening programme is likely.
Confetti's first store opened in London in August last year. Managing director David Lethbridge said: 'Stores help accelerate the development of being (seen as) a general party destination, as well as increasing overall sales. We pick up on passing people, who might not be planning a wedding.'
Lethbridge would not say how soon more stores would open, but said the retailer is considering Manchester and Birmingham.