Work has now started on a major expansion of Birmingham's Harvey Nichols store.
Builders have started developing neighbouring units at The Mailbox that, when completed in the autumn, will see it expand by nearly 40 per cent.
Harvey Nichols is promising a host of new exclusive labels and says the move - first announced at the end of last year - underlines its commitment to the city.
The store already offers a host of international labels - from such fashion luminaries as Alexander McQueen, Gucci,
Armani, Temperley and Paul Smith. The expansion will mean a new womenswear area that will see an increase in the number of collections.
One of the biggest names to be welcomed into the city once work is completed in September will be Stella McCartney, with her A/W07 collection. Also expected are ranges from Pucci, Chloe, Matthew Williamson and Sass & Bide.
The existing beauty department will also increase in floor space and offer a wider choice of brands.
There will also be big changes to the current Personal Shopping area.
"It is great to see the builders starting work, and envisage how the new expansion plans will look once they are completed," said Kevin Breese, general manager of Harvey Nichols Birmingham.
"The expansion of a store like Harvey Nichols shows not only the fantastic success we have experienced in the city but also the fantastic success of the city itself.
"Over the last five years, retail in Birmingham has changed out of all recognition, and I firmly believe that much of this confidence came from a company such as Harvey Nichols deciding to open here.
"Re-developing our store by nearly 40 per cent will mean even greater choice and even more great labels to shoppers in the city."
Birmingham was Harvey Nichols's first "small format" store and its second venture outside London.
It launched in the city in October 2001. Harvey Nichols owns six stores in the UK and Ireland, and operates other branches in London, Leeds, Manchester, Edinburgh and Dublin.
It also operates stores in Saudi Arabia, Hong Kong, Istanbul and Dubai.
Work is also under way on a new store in Bristol, due to open in at the Quakers Friars development in autumn 2008.