A fashion label popular with the Duchess of Cambridge, Victoria Beckham and Gwyneth Paltrow is to open its first store, close to Regent Street.
Goat has signed up to open at 4 Conduit Street as part of its wider expansion plan for the brand.
Founded by designer Jane Lewis, the brand started life as a cashmere label more than 10 years ago.
It now produces a full womenswear range and sells through top retailers including Matches.
Other celebrity fans include singer Lana Del Rey, and actresses Keira Knightley and Sienna Miller.
Creative director Ms Lewis said the new store was a “great opportunity”.
“Being in the very heart of central London will quite literally ‘put us on the map’,” she added.
Ms Lewis, who last year sold a stake in her business to former Marks & Spencer executive Maurice Helfgott’s Amery Capital, said she had chosen Conduit Street because it was “home to established and well respected brands”.
Landlord the Crown Estate — the Queen’s property company — has spent at least £1 billion on redeveloping Regent Street and the surrounding area, with a focus on providing boutique space on the smaller streets.
The new Goat shop, which will open in the autumn, is on the same street as Sketch restaurant and is next to footwear brand Oliver Sweeney. Oliver Sweeney is also part-owned by Amery, backed by retail entrepreneurs Michael and Maurice Bennett.
Ms Lewis added: “Conduit Street felt instinctively right. A vital link between Regent Street and Bond Street.”
