Jayley Collection specialises in unique and innovative designs of everything from luxury sportswear to high-quality accessories.

The new store opened its doors on Saturday, creating more new jobs in the centre, and joins a host of recent openings including the fast-growing Australian coffee shop chain Gloria Jeans, Pizza Hut Express, artisan bakery Batch'd and family-owned bakery The Brownie Box.

Jonathan Poole, centre manager at Merry Hill said: “The opening of the new Jayley Collection store builds on the wide array of fashion brands on offer at the centre. With its premium womenswear offer, Jayley Collection gives shoppers a touch of luxury through its range of high-quality pieces and stylish accessories.

“Merry Hill is a one stop retail destination for visitors in the region – with something for everyone.”

The new shop is on the Upper Mall between Primark and M&S.