Jack Wills, the quintessential British clothing brand which has rapidly become popular among youth in the Middle East, has officially opened its second UAE store at Mercato in Dubai.

The new store, located at Mercato, the Mediterranean inspired shopping destination, follows the successful opening of Jack Wills’ flagship store at The Dubai Mall at the end of November.

Established in 1999, in Devon, UK, Jack Wills reflects English heritage and style. The designs take inspiration from British military history, country sporting traditions and the Old England preppy feel using the finest quality materials and techniques.

Jack Wills delivers a distinctive connection between the past and present, epitomising what it is to be young and Fabulously British, said a statement from the UK retailer.

The new store has rolled out its 2013 winter seasonnaire collection.

With its original decor, including its trademark striped Land Rover, the store invites customers into an incredible shopping experience.

The brand’s British roots are clearly visible in the design of all Jack Wills stores but the furniture pieces that decorate the shops make each of them unique and different.

The wood tables, closets and antique-looking couches arranged around the store are original vintage pieces purchased in antique shops or street markets. The brand's trademark pink and blue stripes cover the walls of the store’s fitting rooms which are inspired by the typical university’s student room.

The Mercato store is the second to open in the UAE and the third to open in the region following the recent launch of the brand in the Middle East at Grand Avenue - The Avenues in Kuwait.

Based on a distinctive Renaissance architectural concept and ideally located in Jumeirah, one of the fastest growing residential and retail districts in the city, Mercato is designed to be a prestigious shopping destination catering to quality-conscious residents and visitors of Dubai.

The Mercato store showcases all Jack Wills women’s and men’s apparel as well as beauty and home accessories, it added.-TradeArabia News Service