Victoria Beckham has announced she will be opening her first ever standalone store at number 36, Dover Street this autumn.
The singer-turned-designer formerly known as Posh Spice told WWD: “I think the time is now because I know my customer. It will be the first time that the people will really be able to see the brand through my eyes.
“It’s young and cool. There are great galleries in the area. There’s Dover Street Market directly opposite of us, which is not a bad thing.”
Dover Street is a prime road in London’s poshest district Mayfair – hence making it the most expensive property on the London version of the Monopoly board.
Spanning 7,000 sq ft over three floors, the new style emporium will be located at number 36. The superstar has enlisted architect Farshid Moussavi, who worked on the 2012 London Olympic Park, to renovate the building.
Victoria explained: “[Farshid] is a woman who loves fashion as well. She has quite a conceptual eye, which I like. We want to make something different without making it overly complicated. I just want it to feel real for me.”
The star – who has sons Brooklyn, 14, Romeo, 11, Cruz, eight, and two-year-old daughter Harper with her husband David Beckham – revealed the store will stock all her lines including Victoria Beckham, Victoria Victoria Beckham, denim, accessories and optical.
Victoria also said she is putting the focus on the US market this year thanks to her new New York office.
She added: “I’m taking my business very seriously… To take it to the next level, I need a team on the ground living and breathing everything here in America.”