The London brand has set up its shop-in-shop on the ground floor (dedicated to men) of Parisian department store Printemps, before moving to the 2nd floor in July. The corner will offer B Store’s unisex clothing line as well as pieces created in collaboration with Liberty and Barracuta.

B Store's unisex Spring/Summer 2011 collection

After opening a shop-in-shop in Selfridges, B Store felt ready to take on France’s famous department store. The brand now has its eyes on Saville Row, a prestigious shopping street in London where it hopes to open its own boutique. Devised by co-owners José Neves, Matthew Murphy and Kirk Beattie, and originally meant to be a launch-pad for new designers, B Store is celebrating its 10th anniversary this year. It has certainly expanded a lot since 2001 when the label launched solely as a shoe line, and in a few years B Store has become a place to discover good-quality ready-to-wear pieces, classic but with a modern edge, as well as designer clothes.