About Us

Choice Ltd is a mens and womens designer-wear independent with five stores in Kent, Essex and London Docklands. The company has been trading since 1993. The first store opened in Romford, Essex and specialised in men’s branded fashion. The demand for a womenswear element was responded to four years later. The success of the Romford branch led to the opening of separate mens and womenswear stores in Lakeside, Thurrock and further unisex branches in Bluewater and Jubilee Place, Canary Wharf. All Choice stores are equipped to the highest standards and are bright and air-conditioned for customer comfort.

The most recent development came in March 2004 when Choice Bluewater moved to a superb, ultra-contemporary 10,000sq.ft.unit. Here, the spotlight is as much on the shopping experience as the product. The walnut, granite and marble finishes with metallic highlights, impressive light fittings and awesome glass shop front, combined with touches such as the personal shopping service and VIP changing room create a truly enjoyable shopping experience.

Choice Bluewater and Choice Lakeside have been presented with intra-shopping centre awards on several occasions. Most notably, in 2004 Choice Bluewater won the FHM award for UK Retailer of the Year and was presented in a four-page spread in this widely-read magazine. In 2005, FHM distributed awards regionally and the store was presented with South East Retailer of the Year.

The Bluewater move not only provided a new environment for the labels already carried, but signified a shift in the Choice approach to brand selection. Bluewater is the first Choice store to boast a separate mainline department. This elevated area runs around the perimeter of the store and houses labels such as Chloe, Stella McCartney, Alexander McQueen and Marc Jacobs. The men’s mainline department includes Prada, Neil Barrett, Dsquared2, Y-3, and Vivienne Westwood. The buying team are constantly evaluating the brand selection, reacting quickly to fashion trends to meet the demands of shoppers.

Do you want to select from the widest available range of desirable brands for your wardrobe? If so, why not visit one of our stores? Choice looks forward to welcoming you at one of our branches in the near future.