Langham Estate has secured fast-fashion etailer Boohoo for a new letting in central London, which will launch a creative hub for its brands.
The Manchester-headquartered etailer’s labels include Boohoo, BoohooMan, PrettyLittleThing and Nasty Gal.
It has taken space at a 5,300 sq ft unit at 6-10 Great Portland Street, W1, relocating from its London offices at 32-34 Great Marlborough Street, W1. It was previously occupied by Maplin before the business collapsed last year.
The unit is expected to provide workspaces, a dedicated events area, showrooms and a bar. Boohoo has said it will not be broadly open to the public.
Fit-out will also include “Instagrammable” details and tech displays with a sole focus on customer experience.
LED signage on the exterior will allow for interchangeable graphics, according to the day’s event for each brand.
Market observers have viewed the letting as a positive indication of where the retail sector is heading.
Simon Morris, a director at GCW Property Consultants, said: “It is a sad irony that the store’s previous occupier was a company that failed to adapt to modern retailing, but has now been taken by a digital native.”
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