In pictures: Cath Kidston flagship opens on London's Piccadilly

Cath Kidston, the London-headquartered homewares and clothing retailer, has opened a 7,000 sq ft shop across three floors. It is more than four times the 1,680 sq ft average UK store size.

Kenny Wilson, chief executive officer, said: “For us, as a British brand, it’s a very iconic location. We spent about 15 or 16 months looking and trying to find the right location and we just decided that this was right for us.”

On opening morning, the eponymous Cath Kidston was in the store helping the first shoppers who had turned up to inspect “Cath’s Christmas Grotto” and the extensive homewares range, among other things. Wilson said that the grotto area, in the basement, was intended to be a flexible space that would change regularly in order to give local shoppers reasons to come back.

He said that it is probable that it will house a “Cath’s cafe” in the New Year. “Part of the challenge of these flagships is to keep it fresh,” he said.

Currently, Cath Kidston has 89 stores across Asia and 61 branches in the UK. Wilson said that the emphasis would be on international expansion, rather than adding to the UK portfolio.