Chinese womenswear retailer MO&Co is to open its first UK store this week, on London’s South Molton Street.
The brand has been sold through Selfridges since 2015, and already has a standalone store in Paris, as well as over 600 stores in its home country of China.
MO&Co’s aesthetic is “modern rock chic” and it has been described as a cross between H&M and Zara. Key pieces for Autumn 2018 include statement trench coat, thigh-high boots, a 1990s-inspired windbreaker and leather bumbag, with prices averaging at £180.
A representative of the brand said: “The MO&Co store will be located at 62 South Molton Street, a very charming street and one of the most successful streets for retail. It is pedestrianised, giving a friendly neighbourhood feel and a familiarity to Londoners and tourists alike. We also chose South Molton street as we felt that we would be in good company, as it already houses some of the most notable brands in fashion.”