Housewares retailer Lords - which has rebranded from Lords of Notting Hill - has opened its latest store in London's affluent NW8 postcode, St Johns Wood.
The area is home to Lords Cricket Ground as well as the iconic Abbey Road Studios.
For its new outlet Lords has created a boutique store format with fittings and graphic features that reinforce the company's ethos of supplying design-led, aspirational products for the home.
CEO Shanker Patel commented: "We knew we had to change the game with this location, and our latest offering is a result of an extensive inward-looking analysis of our products, our customer and our store environment.
"After five months of research we're delighted with our rebrand from Lords of Notting Hill to Lords, and our latest store format has been met with resounding applause from our customers in St Johns Wood."
The company is now working on its next store design for London's Hampstead - the world's most written-about urban village.
Lords acquired established retailer Andrews of Hampstead last autumn, and more acquisitions are in the pipeline for 2015.