Outdoor clothing and equipment specialist North Face will open its first European standalone store next week in London's Covent Garden.
The 392 sq m site replaces the original site of independent outdoor equipment retailer Ellis Brigham, which will manage and operate the store under a North Face fascia.
Ellis Brigham continues to trade at the former Youth Hostel Association site on the opposite side of the street.
Vice-president and general manager of North Face Europe Topher Gaylord said the store design would reflect the outdoors, and feature Asian and European cultural artefacts to lend the store a global feel.
'The company is about exploration. We looked at areas where our customers go and wanted to bring that element into the store,' Gaylord said.
The store concept has been copied from the US, where North Face has nine US stores. Ellis Brigham has 11 shops and two clearance outlets in the UK.