London’s Covent Garden is the favourite destination to land the first UK store for Abercrombie & Fitch’s teen brand Hollister.

At last week’s Mapic conference in Cannes, Laura Pomerantz, principal of Abercrombie’s property adviser PBS Real Estate, said the company is in advanced talks to open a 40,000 sq ft (3,715 sq m) London flagship for Hollister. She said she hoped to agree a deal in the new year, but no firm decision had been made on a location.

Pomerantz added that the retailer will then open six to 10 Hollister stores in the UK within a year, which are likely to be in shopping centre locations.

Pomerantz said the company was encouraged to accelerate its UK expansion by the success of the first Abercrombie & Fitch store in London’s Burlington Gardens, which opened in March. She said a handful of further Abercrombie stores were planned for other UK cities.