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PARIS — London’s Regent Street is taking in some Cali­fornia sunshine with the arrival of a Quiksilver flagship.

The store opened last month and is modeled after the concept store the surfwear behemoth launched in Anglet, France, last year.

“Quiksilver wanted to create a totally new and innovative store in order to offer our British customers the ultimate retail experience,” said Pierre Agnès, president of Quiksilver Europe. “Regent Street is the perfect location for this store, as it is London’s most desirable shopping destination, attracting 50 million visitors per year, to position ourselves at the British crossroads of consumer trends.”

The 4,300-square-foot shop, spread over two floors, showcases the Quiksilver range on the ground level and Roxy, the brand’s women’s wear collection, on the second level. The line includes denim and ready-to-wear, as well as swimwear and accessories.

Decorated with benches in the form of waves, huge aquariums and surf-inspired materials such as pebbles, driftwood and bamboo, the store aims to create a relaxed Californian ambience. Taking the shopping experience to the lifestyle level, the flagship offers an active environment for its shoppers. Shoppers can listen to live musicians, check out the DJ corner or watch surfing superstars on the brand’s channel, Boardrider TV, on flat-screen TVs.

The store is Quiksilver’s fourth in central London and is expected to join the ranks of its top-performing locations such as the Champs-Elysées flagship in Paris and the Times Square store in New York. The Regent Street door is expected to generate more than $10 million in first-year sales.

The U.K.’s surfwear market has been grabbing attention of late.

“The U.K. represents an important market for Quiksilver, as it is our second market in Europe [after France],” Agnès said. “We want to continue to support our growth in this market, as the autumn-winter collection of Quiksilver has posted very good results, and our brand Roxy has been very popular, with very steady growth in the U.K.”

This story first appeared in the May 16, 2006 issue of WWD. Subscribe Today.