Lindex, the Swedish brand now part of the Finnish Stockmann group, will open a store in London in spring 2015.
The company has been gradually raising its profile over the last few years, including hiring actress Pen√©lope Cruz to model one of its collections.
This latest move sees Lindex open at Westfield Stratford City, along with a UK distribution centre. UK customers can already purchase online at lindex.com.
The store promises to reflect Lindex’s Scandinavian heritage with its d√©cor and service.
‚ÄėThis is a great day in our history. We have longed to offer our affordable and inspiring fashion in an exciting city like London, one of the world’s most attractive shopping destinations,’ said Lindex CEO Ingvar Larsson in a release.
Lindex notes that London has more global fashion brands than any other city.