Leading fashion brand SuperTrash has chosen Liverpool ONE for its first store outside of London – and only its second store in the UK.

The boutique, which will sell clothing, shoes, bags and accessories, will open in South John Street, at the beginning of August.

Chris Bliss, Estate Director at Liverpool ONE, said:

“Securing the first SuperTrash store outside London is a great accolade for Liverpool ONE and a reflection of the strong demand from leading fashion and lifestyle brands to join in our success.

“We believe SuperTrash will really appeal to our customers here at Liverpool ONE and the boutique nicely complements our existing range of brands in this part of the city.”

Fashion entrepreneur Olcay Gulsen created SuperTrash in 2004 to bridge the gap between the high street and luxury.  The brand has 15 stores worldwide and a successful online store.  SuperTrash is also sold through high-end boutiques in 24 countries across Europe and America.

Olcay added:

“With its reputation as the region’s fashion focus, Liverpool ONE is perfect for our debut outside London.  More than anywhere else in the UK at the moment, it has everything we look for when we open stores; character, a cosmopolitan mix of customers, a strong identity, and a great line-up of brands with a similar ethos and style to our own.  This is reflected in the great online sales we already have from the region, centred on Liverpool, which gives us a great starting point from which to build our success.”

This latest announcement follows the news last week that HUGO BOSS is to upsize its store at Liverpool ONE’s exclusive Peter’s Lane, introducing its womenswear range to the city for the first time.

The success of Liverpool ONE is also reflected by the growth in the size of its catchment, which is now 73% larger than in 2008.  Liverpool ONE has also experienced a 58% increase in its share of North West consumer spend since opening.