Principles back in London with Regent St store

Fashion retailer Principles will make a comeback to London's West End, with a flagship store on Regent Street.

It will be the first time Principles has had a presence in London since Rubicon bought the business two and a half years ago. The nearest outlets are in Kingston upon Thames and Bluewater.

Opening on November 4, the 2,000 sq ft (185 sq m) shop replaces Bally, which shut its store in June.

'We're very excited about it,' said Rubicon chief executive Peter Davies.

'It's important for us as a brand to have a store in London.'

The store will trade from two floors and will carry the latest shop fit.

Principles has 72 standalones and 147 concessions.