Monsoon opened its largest store to date on Wednesday, on London's Brompton Road.
The two-floor, 300 sq m shop replaces an existing outlet on the same street that has now closed. As well as the standard Monsoon range, the store carries homewares and the retailer's childrenswear offer.
There is a small Accessorize section, but the fascia is simply Monsoon.
Seymour Pierce analyst Richard Ratner said the store will be important.
'Position-wise, it is a showpiece for them,' he said.
Chairman Peter Simon said new, larger stores are the way forward for the business.