The latest American megabrand is set to land on Regent Street in September: Polo Ralph Lauren’s first European flagship.

The store is set to open on Sept. 15, WWD has learned, with the hoarding coming down July 25.

There is a Polo Ralph Lauren unit in Rome that carries men’s wear, and recently added women’s wear. The Regent Street one will offer men’s, women’s and children’s wear over three floors and 17,561 square feet.

The store is located on the corner of Regent and New Burlington Streets, and each floor is dedicated to different products and services. The lower ground will house The Polo Custom Shop, with the brand’s Create Your Own customization initiative. Casual men’s wear will sit on the same floor.

The ground floor will be home to haberdashery and other tailored men’s wear, which will be set in an exclusive, clublike atmosphere.

Polo women’s wear apparel and accessories will be upstairs, as will Polo Sport for women, which launches fully this fall. Children’s wear will also be stocked on the upper level.

The first stand-alone Polo flagship opened on Fifth Ave in New York City in August 2014.

Polo’s arrival on Regent is the latest win for The Crown Estate, the British property company that has been upgrading vast swathes of Regent Street — and the surrounding ones too — with the aim of attracting a mix of big brands with super-sized spaces and new concept stores.

The plan has been working so far.

The Crown Estate, which is owned by the British sovereign with all profits going to the U.K. treasury, has been rapidly checking off its wish list with the recent arrival of Michael Kors, Kate Spade, Superdry, Karl Lagerfeld and Hunter.

Other brands set to arrive include Coach and Stuart Weitzman which will move later this year into the former Jaeger space, which spans 25,500 square feet.

The whole neighborhood — not just Regent Street — is set for a major face lift. The New West End Company, a retail lobby, said it is targeting an additional 1 billion pounds, or $1.32 billion, in sales on Oxford Street by 2020 when the street will be fully pedestrianized.

London’s West End, where Regent and Oxford Streets are located, generates annual sales of 8.5 billion pounds, or $11.26 billion, with Oxford Street generating 5 billion pounds, or $6.62 billion, of that in consumer spend.