The 35,000sqft M&M's World Store will open to much fanfare on Wednesday (6 July), backed by a £10m investment from parent company Mars, according to reports.M&M's, the US chocolate brand, will this week open its first store outside the US, in London.
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The shop has a dual purpose as a tourist attraction and a shop.
M&M's is thought to see the UK as a test case for openings in other large European cities.M&M's decision to open a major store marks a boon for the country's retail sector, which has been hit by a wave of bad news and the closing of household-name shops.
The store will sell an array of M&M's-branded goods, including kitchenware, bedding, jewellery and glassware, as well as chocolate.
Central showpiece attractions will include a , big interactive screens, and an M&M tiered chandelier.
In March, M&M's signed a seven-figure deal to sponsor 'From The Red Carpet' (FTRC), the entertainment programmes shown in cinemas, ahead of the opening of the store.
M&M's is believed to be worth around £1.7bn. It is unclear how much it anticipates UK sales to amount to.