American Apparel has opened a shop-in-shop inside London's high-end department store Selfridges.

The 700-square-foot store is the first and only permanent American Apparel store of its kind and will be designed to highlight the company's latest women's styles.

"With this special opening of our eighth location in London and our new
store in Leeds, we're excited about our brand in the U.K.," says Marsha Brady, a creative director for American Apparel. "We know we've connected with our customers very intimately and we feel that taking advantage of opportunities like this helps us serve them even better."

In addition to its new women's pieces, American Apparel's top-selling basic styles will be available at the Selfridges' store. The company's location was selected to target long-time customers interested in socks, underwear and T-shirts, as well as American Apparel's new spring and summer lines.