LandSecs aiming to brighten Piccadilly Circus lights shops

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They are understood to have been hired to begin marketing a giant new shop on the site this week.

US retailers like leisurewear giants American Eagle and Aeropostale are in their sights.

Land Securities owns the 111,000 sq ft island site at 1-17 Shaftesbury Avenue, home to the lights and retailer Boots and Barclays bank. It is creating a 10,000 sq ft shop from the space occupied by Gap and Crest of London. It could also create a store of up to 55,000 sq ft if it redeveloped space behind Boots and Barclays.

The area has been gradually improving with Jamie Oliver having signed up for a 200-cover restaurant close by and the Crown Estate's plans for a £275 million redevelopment of The Quadrant on the south end of Regent Street.

US designer brand Coach and car brand Lotus Originals have signed up on the south end of Regent Street and later this year a 160-bedroom, five-star Cafe Royal hotel will open.