Kitsch homewares and fashion retailer Cath Kidston has opened its first shop in a train station, in St Pancras International, London.
The quintessentially English brand hopes to tap into the affluent customer base at the station, which attracts 1 million visitors every week.
The 830 sq ft store aims to cater for the needs of the St Pancras shopper, with travel items including wash bags, luggage tags and passport holders.
Cath Kidston brand director Jo Staveley said the location enables the retailer to target a “highly affluent customer profile”.
Landlord HS1 is expanding the retail element of St Pancras, and is about to begin the letting process for newly created retail units on the station’s upper level.
Private equity firm TA Associates bought a majority stake in Cath Kidston in April last year in a deal valuing it at £100m. In its most recent accounts the retailer notched up a 65% surge in pretax profits to £7.6m in the year to March 28. Turnover soared 61% to £50.3m.
The retailer has more than 30 shops in the UK and is expanding internationally in markets such as Dubai and Japan.