Plans to transform the eastern end of Oxford Street have been approved by Westminster Council, in the next phase of redevelopment.

Redevelopment plans put forward by Oriana, the joint venture between Land Securities and Frogmore, are the second phase of redevelopment in the area, following the development of the 149,000 sq ft retail space which was let to Primark for a flagship store.

Frogmore director of asset management Eric Roseman said: “This second phase in our planned regeneration of the Oriana block is particularly satisfying and as the momentum gathers around our ground-breaking Primark scheme, Crossrail, Centre Point redevelopment and St Giles, we will see the eastern end of Oxford Street finally come of age”.

The retail-led scheme will create retail accommodation which maximizes the Oxford Street frontage, extending it to 76,500 sq ft over the basement, ground and first floors. The scheme will also create 18 one to three-bed private apartments.

Land Securities asset management director Tim Allibone said: “Our development will create some of the most outstanding retail and residential accommodation available in one of London’s most famous shopping locations.”