N Brown-owned plus sized retailers Simply Be and Jacamo are to open their first London store, a flagship on Oxford Street.

The brands have signed for the 10,000 sq ft Esprit store at 138 to 141 Oxford Street at the east end of the UK’s premier shopping street.

Simply Be and Jacamo, which until 2011 traded solely from online and catalogues, now has nine stores.

N Brown chief executive Angela Spindler revealed it is vying to open 25 stores across the UK. It has hired former Asda property boss Guy Price as its new property acquisitions manager.

N Brown made the move on to the high street with Simply Be and Jacamo to benefit from the “multichannel effect” that many of its pureplay rivals are profiting from.

It currently has nine stores in Bury, Derby, Doncaster, Gateshead, Leeds, Leicester, Liverpool, Manchester and Teeside.