The Steamer Trading Cookshop chain is opening a new store in Kent's Bluewater shopping centre - the first that is not in a town centre location.
The company, which has 31 stores nationwide selling cookware, kitchenware and tabletop lines, has taken 3,900sq ft, two-level premises on Bluewater's upper Thames Walk.
Managing director Ben Phillips said: "From our very first site in Sussex, we have considered each store location for the Steamer Trading Cookshop very carefully.
"Bluewater is an important step for the brand, being our first non-high street location, and meets our requirements perfectly. Bluewater is a high quality location, we are in great company and, as a brand, its loyalty amongst consumers in the catchment is second to none."
He said that the new Bluewater outlet would "be a flagship store".
Russell Loveland, portfolio director at Land Securities, which manages the centre, added: "Steamer Trading is another great addition to Bluewater's line-up of premium brands.
"They are a point of difference for Bluewater, and join existing brands such as Cath Kidston and John Lewis in appealing to the large numbers of affluent consumers living in the south east for whom Bluewater is the destination of choice."