The retailer, which targets teens to mid-30s, will trade from a menswear store and a womenswear store and wants London to be its international flagship location.
No Name director Alex Christofi said the openings at Westfield London, in White City, are likely to be the first of several in the UK. “We’re looking at Manchester and Birmingham next and have been having discussions with Selfridges and John Lewis about concessions,” he said.
Christofi added that he was also considering Westfield’s shopping development in Stratford, east London – which is due for completion late next year – for a standalone unit.
The larger of the two Westfield London units – which will be opposite each other – will be the 2,130 sq ft (200 sq m) menswear shop, with the women’s ranges being housed in a 1,645 sq ft (155 sq m) store.
The original store design was created by a Greek architectural practice, but local implementation has been carried out by Middlesex design and shopfitting company RPA. No Name also plans to launch a transactional UK web site by February.
Christofi said: “The directors are confident about the UK, but we’ll have to see how it goes [at White City].”
However, MHE Retail chairman Edward Whitefield was sceptical. “What the UK doesn’t need at the moment is another fashion brand. When times are tough, shoppers tend to go back to the brands that they know.”
No Name trades from 24 standalone stores in Greece, Egypt and Cyprus, with stores set to open in Bucharest – as well as the UK – in autumn. It is also stocked by more than 125 outlets in Greece.
The company was founded in 1984 as a designer, manufacturer and wholesaler of menswear. It launched womenswear in 1997.
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