Fashion chain Mexx is to open a flagship store at Birmingham's Bullring as it ramps up its UK expansion.
The Dutch retailer, which was bought by Liz Claibourne in May 2001, has been building its concession business, and is targeting a portfolio of between 75 and 100 stores in the UK.
Mexx European retail director Ashish Sen Sarma said the Bullring outlet will be its largest store, at 8,000 sq ft (745 sq m). Dubbed 'Mexx family store', it will sell womenswear, menswear and kidswear, and is due to open in September.
'Our strategy is to build the brand through cities. We want to have our family stores across the UK,' said Sen Sarma. Further expansion in Ireland is also planned.
At present, there are eight Mexx standalones and 120 concessions in the UK. The growth is on the back of strong UK sales, which are heading for between£25 million and£30 million by the end of this year.