Yoga apparel retailer lululemon is opening a 8,200 sq ft store in Regent Street.
The store at 187-189 Regent Street will be the European flagship for the Canadian lifestyle brand, and lululemon is letting the space from The Crown Estate, which owns all of Regent Street and much of St James's.
Katerina Mercury, asset manager for The Crown Estate's Regent Street portfolio, said: "lululemon's new flagship on Regent Street will showcase the brand's fantastic range of cutting edge, technical sportswear, whilst providing a truly unique and innovative in-store experience for shoppers.
"We're delighted to be working with lululemon to bring this exciting new concept to Regent Street."
The Crown Estate has opened new stores with over 20 brands on Regent Street in the past year, including Michael Kors, Kate Spade New York and Jo Malone.
Polo Ralph Lauren is set to open a large flagship store on Regent Street in Autumn.
The Crown Estate is investing £1bn in Regent Street, investing in refurbishing shop facades and working with Transport for London to help pedestrians move around easily, for example, installing the four-way crossing at Oxford Circus.