Burberry, which is due to update the market this week, is planning a global roll-out of its three separate fashion lines. The programme is part of a plan to distinguish its upmarket catwalk collections from its more casual lines.
It unveiled its first UK Burberry Brit store in Covent Garden last week. The label which is worn by celebrities such as the Kings of Leon band members and David Beckham, is its casual fashion line.
Burberry, run by Angela Ahrendts, is to distinguish this from its catwalk collection Burberry Prorsum. Burberry London is its tailoring collection – what it calls its "sartorial" line.
A flagship store in Beijing was opened last month to focus on the Asian markets. But the home country is not being forgotten. It took over the former Jaeger store on Brompton Road in Knightsbridge last month to double the size of its original shop next door and plans to relocate its Regent Street shop to a larger site. It may also be seeking a shop in the London's upmarket King's Road or Sloane Square.
In Covent Garden, its chief creative officer, Christopher Bailey, dreamt up the concept for the store, which includes a video wall and iPod docks for customers to play their own music.