An Italian young fashion brand plans to take on Sir Philip Green and Kate Moss by giving Topshop a run for its money in the UK.
Brandy Melville is poised to open its first UK shop in London and has plans to create a chain across the UK. It has more than 40 stores in Europe and about 10 in the US.
The first UK store will open in west London this autumn, with a mission to lure young shoppers away from Topshop, owned by Sir Philip and promoted by Ms Moss. Marc Dorde, managing director of Brandy Melville in Europe, said: "Opening in King's Road is the first step. Soon we will be looking for a flagship in Covent Garden, followed by Cambridge, Oxford and more."