Women's monthly Marie Claire is opening a beauty shop in central London, using its magazine brand to make a mark on the UK high street.
Marie Claire is teaming up with Ocacdo - which will provide delivery for online orders - to create and online and physical retail business, "Fabled by Marie Clare".
The flagship store in Tottenham Court Walk will stock big-name brands such as Chanel, Benefit and Clinique.
The 7,200 sq ft space, leased by Derwent London, will open in August 2016, at the same time as the launch of the website, fabled.com.
Celine Thompson, head of leasing at Derwent London, said: "We are delighted to secure 'Fabled by Marie Clare' at Tottenham Court Road. We have seen strong momentum here and this is set to continue further as we see the benefits of Crossrail station opening in 2018 and the area reclaiming its title as 'London's crossroads'."
The concept store comes as some traditional high street brands struggle to get the right balance between online and physical sales. Earlier this week, the administrators of Austin Reed, which collapsed earlier this year, said online sales hit store sales - forcing the closure of many shops.