N Brown has opened a flagship dual branded store for its Simply Be and Jacamo fashion brands on shopping mecca Oxford Street.

N Brown chief executive Angela Spindler said: “Opening in London is an exciting next step for us. This is an opportunity to showcase our great fashion credentials that focus on shape as well as size on the international stage that is Oxford Street.”

The plus-size fashion store features mannequins in sizes 12 and 16, in contrast to most other high street stores that use size 12. Male mannequins in the store have a more athletic build.

Shoppers have access to a range of services including click and collect and a ‘Stay and Play’ area, designed to allow customers to “relax in store” and browse the full collections using tablets. A personal shopping service is also available.

“The store is a true flagship in terms of look, feel, collections and in store services - all ensure that it’s not just a place where customers are guaranteed fashion that fits, but somewhere that is fun to shop,” said Spindler.

The plus size store caters for women from size 10 to 32 in the Simply Be range and small to 5XL for men in Jacamo.

The Simply Be collection features a range by Kelly Brook while Jacamo includes a range from brand ambassador Freddie Flintoff, who attended the opening today.

N Brown was run as a pureplay business until 2011, when it opened its first physical stores.