Smiggle will open its first store in the UK next month as it seeks to become a serious player in the British retail market.

The Premier Investments-owned chain will make its international debut in London’s Westfield Stratford City on February 20.

Last year, Premier Investments announced plans to open its first Smiggle store in the UK from February, with up to eight planned in fiscal 2014, following a 14.5 per cent sales increase for the kids’ label during the full year.

Three more locations have already been confirmed to open in March including The Oracle, Churchill Square, and Kingston Bentall Centre.

All stores are expected to stock Smiggle’s brand of children’s school stationery and watches.

Smiggle was acquired by Just Group in 2009 for $29 million, and has since expanded store numbers from 20 to more than 150, with sales revenue rising from $19 million to $90 million.

Premium Investments bought Just Group for $800 million in 2008 giving it control of Smiggle as well as other retail chains Just Jeans, Portmans, Peter Alexander, Dotti, Jay Jays, and Jacqui E.