Dutch high street retailer Hema will open its first English shop on Victoria Place in London on Thursday, the company said on Tuesday.

Two other shops will follow in June and July: in Kingston and Bromley, both in the London area.

Hema said earlier it will open at least 25 new branches this year, mainly outside the Netherlands. It already opened new shops in the French towns of Bordeaux and Marseille and in the Spanish capital Madrid.

The Victoria Place location is at a main train and metro station in London with millions of travellers every day.

British newspaper The Independent says Hema is an asset for the British retail sector and strong competition for the Swedish furniture and household goods giant Ikea and Danish newcomer Tiger.