RIVER Island is to begin the roll-out of its new fashion concept stores in Northern Ireland this week.
The Fairhill Shopping Centre in Ballymena will be the first venue in the north to host the new 'River Studios' concept.
The new unit, due to open on Friday November 17, replaces River Island's older store at the centre, which has closed.
River Island first introduced trials of 'River studios' last year.
The stores fuse fashion and technology with 'smart fitting rooms', equipped to recognise items customers are trying on.
Customers can then use touch screen to request different sizes, explore alternative styles or connect with in-store stylists, all without having to step outside of the fitting room.
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River Island is planning to open the same concept store in Belfast city centre, taking over the former Disney and Clarks units.
The site is located just across the road from River Island's current Donegall Place store.
Last month it emerged that River Island is preparing to vacate its large unit at Belfast's Victoria Square, raising the possibility the fashion retailer may retain both units on Donegall Place.
Commenting on the new Fairhill store, Ryan Walker, director of Magmel (Ballymena) Limited, which bought the centre in 2021, said: “We are thrilled with the pace of developments at Fairhill and are particularly excited to secure River Island in a bigger and better unit at the very heart of Fairhill.
"The new River Island store represents the beginning of a new chapter for Fairhill, with a modern and vibrant range of retailers driving Ballymena back to the top of the list of must-visit retail destinations."
Magmel is a joint venture between Ballymena-based property firm Magell, and Dublin-based Melcorpo.
