Harvey Nichols and Mulberry are in talks to open shops in the walkway to the Olympic stadium, in east London.
The talks are part of a plan by Westfield, the Stratford shopping centre's owner, to make the part of the complex that leads up to the stadium upmarket.
The giant shopping mall, which measures 1.9 million square feet and opens next month, has the who's who of the high street but the move to upmarket brands is a new strategy.
Harvey Nichols is in early-stage talks to take a 9,000 sq ft beauty shop to house its Beauty Bazaar concept. The designer brands Mulberry – a favourite of the Duchess of Cambridge – and Armani are also in discussions to secure stores, while Hugo Boss has signed and will join Olympic sponsor Omega.
The Stratford centre is now more than 95 per cent let and Victoria's Secret, the US lingerie chain, has also signed up.