RetailingThe hip US fashion chain will be the first major trader in the newly completed Fashion Street area of the complex, writes Jack Fagan

American fashion group Urban Outfitters is to open a flagship store at Dundrum Town Centre in Dublin 14.

It will be the first major trader in the newly completed Fashion Street area of the complex where six other specialist companies are also due to open in the coming months.

Urban Outfitters is likely to be paying a rent of over €500,000 for 1,486sq m (16,000sq ft) on three levels alongside Harvey Nichols, LK Bennett and House of Fraser.

The remaining six units dedicated to fashion have an overall space of around 2,787sq m (30,000sq ft) and are being eagerly sought by a range of top fashion retailers. Rents are likely to average around €1,076 per sq m (€100 per sq ft).

Kevin Sweeney of Bannon Commercial said the newly completed enclave was being aimed at mid to high-end fashion retailers who would fill any gaps in the market identified by the management.

This policy would differentiate Dundrum Town Centre from any other shopping centre in the country. Retailers being targeted for the six remaining shops would be typically the kind found on Regent Street and King's Road in London, he said.

As things stand, Dundrum Town Centre has done well to attract Urban Outfitters. The chain has had a shop for years in Temple Bar, an area that has never really caught on as a shopping precinct. There is a widespread perception that Temple Bar is merely a mecca for bars and nightlife.

Otherwise the hip US unisex retailer has established a huge reputation in Europe and America.

One fashion writer has described it as "quirky, funky, edgy, laid-back and cool".

The first Urban Outfitters was set up in Philadelphia in 1970 by Richard Hayne and his wife. Originally named The Free People's Store, it sold a mixture of second-hand and new clothing and homewares. However, it was changed to Urban Outfitters in 1976 and a brand was born.

Thanks to its interesting range of products in a fun atmosphere, there are now 45 stores in the US. The first UK store opened in Kensington High Street in 1998.

Londoners immediately loved this funky new concept in shopping, with kitsch and retro homewares, and new and exciting fashion lines.

With the rise of fashion websites such as eBay, net-a-porter and asos, the high street is having to compete online as well as on ground level, and Urban Outfitters has joined the ranks.