Allders in Croydon is opening a new fashion outlet in its store which will be home to a host of leading fashion brands.
The news comes after a difficult year for the store, which has suffered under the strain of difficult negotiations with Park Place developers.
The new 12,000sq ft basement outlet will open on October 27 and will include brands such as Amanda Wakeley, Barbour, Ozwald Boateng, Calvin Klein, D&G, Diesel, Guess, Hugo Boss, Juicy, Roberto Cavalli, Rock & Republic, Valentino and Versace.
The outlet will be opened by Coronation Street star Jimmi Harkishin, who plays Dev Alahan.
Commenting on the new venture, Allders chief executive Andrew MacKenzie said: "The biggest growth area in fashion sales are the outlet centres such as Bicester. Croydon and the surrounding areas do not have access to these outlet centres so we see this as an opportunity to offer international fashion brands at affordable prices to our customers and all under one roof."
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