Space NK is moving to Oxford Street.

On Friday, the British beauty speciality retailer announced it will open a flagship store later this year on London’s busy Oxford Street, an area that attracts large crowds of tourists and shoppers and is known for being home to flagship stores from the likes of Nike and H&M.

The new store, located at 214 Oxford Circus, was previously occupied by fashion retailer Topshop. It is currently used as a pop-up space by the Swedish homeware store Ikea.

At 4,600 square feet, it will be Space NK’s biggest store yet. The retailer described it as “play space” for customers.

“The mission with our flagship is to push boundaries… on what can be achieved with an in-store shopping experience,” said chief executive Andy Lightfoot in a statement.

Founded in 1991 by the entrepreneur Nicky Kinnaird, Space NK was the first to stock premium brands like Nars, Tatcha and Chantecaille in the UK, and developed a reputation for appearing only in well-heeled neighbourhoods and operating boutique-like stores.

The chain is now owned by investor Manzanita Capital, and has added larger stores with buzzier brands, like Vieve, Sol de Janeiro and D.S & Durga over time.

In May last year, Sky News reported that the chain was exploring a sale and that it had appointed investment bankers to manage the process, valuing it at between $374 million and $500 million.

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Report: Space NK Owners Hired Bankers to Explore Sale

Manzanita Capital has selected the investment bank Raymond James to conduct a sale of the premium British beauty retailer, per Sky News.