Homeware and fashion chain Cath Kidston has launched its flagship store in central London, down the road from The Ritz on Piccadilly.

The store features over 20,000 products, including new ranges and services and customers queued for up to three hours. Olivia Hulme from Brixton said: “It was freezing queuing here but luckily we were brought tea in Cath Kidston mugs."

The store was launched with a huge Christmas present at Marble Arch which opened to reveal Cath Kidston branded taxis which will offer free journeys to the store from anywhere in zones 1-2 all week.

Ms Kidston herself was manning the tills at the new store. She commented: “Twenty years ago, when it first began, I would never have imagined that we would have over 100 stores across the UK, Europe and Asia. We are so excited about the London flagship launch and delighted that we have found this perfect landmark site in Piccadilly. It fits our brand perfectly.”