Shoeaholics, the discount brand of the British luxury footwear and accessories retailer Kurt Geiger, has opened a 25,000 square feet store in the Westfield London shopping center, located in White City, in west London. It claims that it is the largest footwear store in the U.K.

Kurt Geiger created Shoeaholics in 2014 as online retailer but started opening brick-and-mortar stores last year. It has six other stores in Oxford Street, Cheshire Oaks Designer Outlet, Livingston Designer Outlet, Birmingham NEC Designer Outlet, Dalton Designer Outlet, and Swindon Designer Outlet.

Last year, Shoeaholics booked £25 million (€29.1m-$35.4m) in sales after having benefited from a “huge increase in demand throughout the pandemic with individual consumer spend in many cases three times the norm,” according to Mark Hoyal-Mitchell, global head of digital at Kurt Geiger. He expects demand to continue increasing as the U.K. comes out of Covid-19-related lockdowns.

“We have made a conscious effort to build on the momentum from the last year and have done this by opening seven stores since last year during a time when other retailers are leaving the high street,” he noted.