Starbucks is to build more "concept" stores in London this summer, following last year's pilot launch of a more design-led format.
The coffee-shop operator, which is led in the UK by Darcy Willson-Rymer, will unveil five more outlets under a the bespoke look, which is designed to move Starbucks away from its "cookie cutter" brand image.
It will revamp stores at Brixton, Brompton Road, Great Marlborough Street, Marylebone High Street and Oxford Street following a successful trial at Curzon Street.
Starbucks said all would be individually designed to "reflect the character of their neighbourhoods" and represent a new level of "coffee house comfort".
The company said customers were treating its new-look Curzon Street outlet as more of a destination venue, with longer dwell time and higher spend per head.
Willson-Rymer said: "We've made a big investment in store design and it's paying off. Customers are using the Conduit Street store differently."
The UK arm of Starbucks, which operates almost 800 locations, said like-for-like sales were ahead almost 5% in its second quarter -January to March, 2010.
