Ferrari, the luxury car manufacturer, has signed up to take a store on Regent Street – the last available shop on the street.
Ferrari, which is thought to be advised by Kitchen La Frenais Morgan, plans to unveil its retail concept at the site which includes luxury goods such as clothing accessories, gadgets and gifts.
It has agreed to take the former Racing Green unit at 193-197 Regent Street which is around 5,000 sq ft.
CB Richard Ellis advises the long leaseholder of the store – BBC Pension Fund.
The Crown Estate owns the freehold of the store.
The store had been under offer to luxury Swiss watchmaker Omega but it pulled out of the deal earlier this year.