Matthew Williamson aims to drive brand with London flagship launch

British designer Matthew Williamson, famous for his rainbow-coloured creations, is to open his first flagship store, on London's Bruton Street, in March.

Managing director Joseph Velosa said: 'We are opening the store to further drive and define the brand identity of Matthew Williamson. If successful, this will drive further business, both wholesale and retail.'

Williamson, who also designs a range for Debenhams, shot to fame in 1997 when he showed his first womenswear collection, Electric Angels, at London Fashion Week. Since then, his business is understood to have posted continuous profits.