Oakley's wholly owned UK subsidiary, Oakley U.K. Ltd., will be operating the O Store. It opens in Spring 2005 and will be sited on King Street, Covent Garden.

Oakley to open flagship London store

"London has been one of our top target markets for an O Store and the location we have found in the Covent Garden area is the perfect place to showcase our international brand," said Oakley’s chief operating officer Link Newcomb.

"Our international O Store philosophy is to find locations in areas with a youth sports/lifestyle focus and fashion forward thinking. International locations may be opened and managed directly by the existing international Oakley sales and marketing offices around the world or through license agreements with qualified partners."

There are smaller Oakley stores in the UK already. The Oakley Vaults stores in Portsmouth and York are owned and operated by licensees.

O Stores offer a full selection of the company’s sunglasses and some lines of prescription eyewear frames, footwear, apparel, accessories and watches

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