Fred Perry opened a London flagship last week to attract more fashionable shoppers. The store, at Seven Dials, Covent Garden, is near to trendy labels Boxfresh and Diesel.
Tom Stanbury, associate director of retained property firm Michael Peddar & Co, said the retailer wants to boost its presence and show customers its entire offer. 'They're not a tennis brand. They've got a much wider offer than people think,' he said.
Fred Perry is also eyeing up another UK city for a store, bringing its total to four.