The brand has taken 13,691 sq ft on the ground and basement levels at 544–554 Oxford Street, next to Marble Arch underground station.

It has signed a five-year lease on the unit, which was previously occupied by KFC and has been refurbished by owners London & Regional and Starwood Capital. It occupies a prime pitch directly across the road from the Primark flagship.

The retailer, which specialises in branded trainers and sportswear, had been seeking a flagship location on the street’s western end for some time.