A British premium fashion brand will open an outlet store in Wembley.

Jack Wills will start trading inside the London Designer Outlet in Wembley Park Boulevard, on April 29.

The Devonshire company, which was established by two friends in 1999, specialises in menswear, women’s clothing, accessories and homeware.

All the retail shops in the 350,000sq ft centre offer discounts of up to 70 per cent off prices (30 per cent minimum) and shoppers can also enjoy a meal at 20 eateries or catch a movie at the nine-screen Cineworld.

Jack Wills is the latest signing for LD) following the recent openings of Ernest Jones, Levi’s, Sony and Franklin & Marshall.

Sue Shepherd, LDO centre manager, said: “We’re confident that our guests will enjoy having this popular British brand as part of the experience LDO provides.”

For more information about LDO visit londondesigneroutlet.com.