US fast fashion giant Forever 21 opened its doors to the British public today at the Bullring shopping centre in Birmingham.

The retailer, which has said it wants more than 100 shops in the UK, opened a 60,000 sq ft shop that covers two floors, with a mezzanine level.

Another store in Dublin’s Jervis Centre will open tomorrow, followed by one next year in Westfield Stratford, east London. London model Amber Le Bon is the ‘face’ of the brand.

The retailer will go head-to-head with fashion chains such as New Look and H&M.

Property agent Harper Dennis Hobbs is advising the retailer.