Polish footwear retailer Rylko will launch in the UK, choosing to base its first store outside the capital.
Rylko will open its first store in Marlow later this month, taking over the former Crew Clothing unit, according to Drapers.
The wealthy Buckinghamshire town was chosen because it offered lower business rates and rents than the nearby capital.
The 700 sq ft space will be divided into a 70/30 split for women and men.
The retailer, which already operates stores in its native Poland and in Vietnam, plans to open one to two stores each year.
The footwear market is challenging at the moment, due to the trend for consumers to buy their shoes at general fashion retailers rather than specialist stores.
Alteri-owned chains Jones Bootmaker and Brantano both made headlines last month. Jones Bootmaker was snapped up in a pre-pack deal by private-equity firm Endless, while Brantano entered administration.