OPS, the U.K.-based European distributor of Steve Madden, has opened the first permanent European store in London under the American brand name, and other openings are planned. Located on Neal Street, near Covent Garden, it follows the opening of a pop-up store on Broadwick Street, off Carnaby Street. Both measure between 700 and 800 square feet. OPS, which took on Steve Madden two years ago, is quite pleased with its expansion in the U.K. as well as in Germany, where it has hired an agent, Réné Lowry, who used to work for Rocket Dog and is representing Keds. OPS has shelved a project to launch a new brand of shoes, Last, and bought an existing brand, Oliver Sweeny.