DESIGNER clothing retailer Flannels will create 32 jobs – and bring "coveted" brands to Plymouth – when it opens in the city centre this year.
The business, one of the UK's leading luxury retailers, will open a 20,000sq ft outlet in Armada Way.
Specialising in contemporary men's and women's designer clothing, footwear and accessories, the store will showcase a selection of the "most coveted" designer brands, including Stone Island, Vivienne Westwood, Hugo Boss, McQ Alexander McQueen, Canada Goose, Christian Louboutin, Jimmy Choo, Armani Jeans and Moschino.
Flannels' arrival will create seven management and 25 other key staff positions.
The chain is part of the Sports Direct empire and will occupy the city centre store vacated when is parent moved its Plymouth branch to New George Street.
It is the first new Flannels branch to open since 2011.
The company said the Plymouth store would boast "a clean, contemporary design, which represents the retailers strong aesthetic and design concept".
It said the "cool, spacious and minimal interiors" of the store allows each "carefully selected" brand to have its own identity, reflecting the company's philosophy in the importance of individualism and attention to detail.
Flannels' customer service includes personal shopping, home appointments and experts to offer advice on the latest trends and styles.
A spokesperson for The Flannels Group said: "This is a landmark moment and we will be creating an unrivalled experience in luxury retail.
"Having introduced some of the world's most iconic brands and exciting designers to Flannels stores in cities including Manchester, Liverpool, Leeds, Birmingham, Nottingham and Cardiff, we are absolutely delighted to be launching a new store in the South West.
"Flannels strives to create a benchmark for luxury retailing. Our stores are beautifully designed to enhance the customer's shopping experience.
"This opening is completely new territory for us but is a hugely exciting project, bringing designer shopping to the Plymouth area for the first time.
"We feel there is a huge gap in the market and our new premises will attract people searching for designer brands in the South West."
The first Flannels store opened in Knutsford, Cheshire, in 1976 and since then the company has successfully introduced designer fashion largely to the North West and Midlands regions.