Ralph Lauren will open its first Rugby store in the UK in Covent Garden.
The luxury lifestyle brand will open a 5,703 sq ft Rugby store at 43 King Street in autumn next year, on a 15-year lease.
The signing follows a new letting to Burberry, which will open a store on King Street in 2011.
Developer of the area Capco has been striving transform the area into a more upmarket shopping destination. It said it has “revitalised Covent Garden into a modern, vibrant, retail and dining district that attracts world-class retailers as well as providing a destination that Londoners can be proud of”.
Capco chief executive Ian Hawksworth said: “We are delighted that Ralph Lauren has chosen Covent Garden as the location for its first ‘Rugby’ store in the UK.
Covent Garden attracts over 46 million visitors a year and this new letting is further proof of our commitment to re-energise the estate as a leading retail and leisure destination within the West End.”