Dutch fashion retailer The Sting opens its flagship store in London today, in the iconic building at 1 Piccadilly Circus once famously occupied by Tower Records.

Unknown in the UK until now, The Sting has more than 75 stores across the Netherlands, Belgium and Germany and rather than offer own-label goods it brings together a network of over 25 brands, most of which will be new to London shoppers.   The 33,000+ sq. ft. store also houses a café and is accessible directly from Piccadilly Circus underground station.

The store officially opened at 3.00pm this afternoon and we can’t wait to get down there and see what it’s all about.  If the store is as much fun as the staff casting video on The Sting’s website looks, we’re in for a party!

The Sting, 1 Piccadilly Circus, London W1B 5