Kenneth Cole makes British debut

TRENDY US footwear and fashion chain Kenneth Cole - favoured by Hollywood stars Sharon Stone, Julia Roberts and Will Smith - is launching in Britain, bringing yet another foreign challenger to the cut-throat casual clothing market.

Famed in the US for the Kenneth Cole New York and Reaction Kenneth Cole brands, the group, which had sales of $386.1m (£268.4m) last year, is making its debut in London with standalone stores in Chelsea and Knightsbridge.

Kenneth Cole Productions, as it is quoted on the New York Stock Exchange, sells what it terms 'urban sportswear' and positions itself between Banana Republic and Ralph Lauren's Polo brand, priding itself on affordable fashion. Its entry into the British casual wear market follows the recent successes of overseas entrants such as Mango, Zara and Uniqlo.

International vice president Ellen Rodrigues said: 'We're very bullish about the UK - more stores will follow.' The group is also in talks with British department stores to set up franchises. It already sells watches in Selfridges and plans to sell its fashion sunglasses in British stores.

Kenneth Cole has signed a licensing agreement for the two London stores with the Shoe Studio Group.