Longchamp is to open a large store in London's Regent Street as part of the French luxury group's global expansion plans.
The Paris brand, known for its distinctive handbags, will take over Quiksilver's 5,000sqft shop. It plans to open next summer.
Regent Street is fast becoming more upmarket, with Burberry and Michael Kors recently moving in.
This year Longchamp has also opened a shop in Westfield London. Its sales in the capital, driven by free-spending tourists, have risen in the past year.
Some luxury brands are showing signs of a fall in sales to Chinese customers, but Longchamp has said it has experienced no slowdown.
Eventually it plans up to 50 shops in China.
The London openings are part of a global expansion which includes China, South America and Europe. It last week opened its eighth, and largest, Hong Kong store.
Its first London store opened in Bond Street more than ten years ago.