Fashion and lifestyle brand White Stuff has secured a 1,501 sq ft site in Derbion, the retail and leisure hub of the Midlands.
The flagship store, scheduled to open in June, will feature the brand's collection of women's and men's clothing and accessories.
The announcement comes after £5 million was invested in the development of three new concept stores in Derbion: JD, New Look and Ann Summers.
JD plans to more than double its current store size to 20,175 square feet by the end of this year.
Beth MacDonald, Managing Director of Darbion, said: “Whitestuff is a fantastic brand and we are delighted to be joining the range of high street favorites and luxury retailers.
“We have continued our evolutionary journey at Delbion with a progressive leasing strategy that optimizes our offer from our current retailers while attracting new brands. Further exciting names are set to arrive soon. , there is obvious confidence in the center.”
Wendy Clark, Area Manager at Whitestaff, said: Darbion has become a top destination for shoppers looking for unique items in the Midlands and is the perfect new home to introduce our thoughtful designs and quality fabrics to even more customers. ”