A new womenswear store is opening up in Atria Watford.

Vanilla will house its two labels, Blue Vanilla and Pink Vanilla, which targets a young demographic of ages 14 to 24.

The new store is said to open at an unspecified date later this month, and offers a range of styles from casual looks to striking dresses.

Both the Blue Vanilla and Pink Vanilla brands can already be purchased at the centre’s New Look store.

Michelle Burns, head of retail stores at Vanilla, said: “We have been very selective when searching for the ideal location to launch our encompassed Vanilla stores, and Atria Watford, with its impressive array of retail names and strong experiential offering, is the perfect destination for us.

“We have built up a strong reputation with our Blue Vanilla and Pink Vanilla brands through e-commerce and strong sales through concessions, including Atria Watford.

“We wanted to continue to deliver trend-led, yet affordable options for females of all ages, and we are very excited to be taking the next step into physical retail with our Atria Watford store.”

Vicki Costello, centre director at Atria Watford Shopping Centre, said: “We’re excited to see our fashion offering expanding at the centre, and look forward to welcoming the new Vanilla brand and their in-store team this September.”