Bestseller’s Jack & Jones and its JJXX label have opened their first ‘multibrand’ store (actually just the two individual labels) with a debut on London’s Oxford Street. The 1,300 sq m store brings the two brands together under one roof for the first time.

Jack & Jones already has 30 stores across the UK but this is its first entry into the London market. And it’s a first for JJXX as far as operating a retail store is concerned.

Until now, the three-year-old denim brand was always a part of Jack & Jones. But it’s now taking its place as a fully-qualified partner with this new location.

The store covers three floors and has a 16-metre street façade. Ole Bech, who’s retail director at Jack & Jones, said the space is “more than just a regular store. It’s a preview of the future of retail with a new concept and inventory that will inspire and fulfil the shopping experience. A massive thank you to all our suppliers and talented colleagues who poured their creativity, dedication, and hard work into bringing this vision to life”.

The company said it has created a “fresh store concept that showcases the products in a simple, bright, and modern aesthetic. Every detail has been thoughtfully designed to offer an exceptional shopping experience – and not just for the customers on Oxford Street”.

Bech also said that the London store “is expected to lead the way for many more multibrand stores in markets such as Germany and Belgium. I’m incredibly proud and excited about this project. The opening of our first multibrand store marks a significant milestone for us. It is the first of many Jack & Jones & JJXX stores to open in the future”.