US furniture giant Crate & Barrel is to start brand building and will launch a UK website as it prepares to open its first store in the country.

The retailer has contacted online affiliate sites in the furnishings sector to start building its profile from this autumn, according to the Sunday Telegraph. The retailer, owned by German catalogue group Otto, is also launching a UK website.

Crate & Barrel is working with Cushman & Wakefield to scout out locations in the West End. It is understood that Tottenham Court Road and Regent Street have been pinpointed as potential locations.

It is thought that a decision is yet to be taken on what branding the store will have with either Crate & Barrel or its younger, trendier fascia CB2, still being mooted.

The company is also plotting a mail order launch in the UK using Otto’s expertise.