British fashion retailer Primark announced on Tuesday it has signed a lease for its first storefront in Manhattan, New York, serving as a flagship location for the company. 

The new Manhattan store will be located in Herald Square in the renovated Penn District at 150 W 34th Street, opening directly across from the street from bustling Penn Station.

The upcoming Herald Square store will boast over 54,000 square feet of retail selling space, offering the retailer’s latest men’s, women’s and kids’ fashion, as well as homewares and beauty across four floors.

The opening, whose date is yet to be announced, will be the brand’s 11th store in the state of New York, with a new store opening in Queens, New York at Queens Center later this year.

“Opening a location in the epicenter of U.S. fashion is going to be an exciting milestone for Primark U.S.,” said Kevin Tulip, Primark US president.

“When the opportunity arose to bring Primark to Herald Square in Manhattan, a store with exceptionally high foot traffic, national influence, and perfectly located to attract customers who already know us from other Primark stores in the boroughs and surrounding areas, we knew it was the perfect fit. We’re thrilled to bring more affordable quality fashion directly to Manhattanites, commuters, and people across the world who are visiting the great city of New York.”

With over 450 stores across 17 countries, Primark has been rapidly expanding across the U.S. for almost a decade. In the U.S., the retailer currently operates 27 stores in 11 states, which is soon to be 12. In addition to Queens Center, Primark will open a new store in McAllen, Texas this year, its first in the state of Texas.