Seat has officially opened its second retail store at Westfield London White City, with model and racing driver Jodie Kidd on hand to do the honours.

Seat UK director Richard Harrison joined Kidd to give the green light to guests at Seat White City, which features a 240m² four-car store, Seat lifestyle merchandise and ‘Connectivity Bar’.

A permanent concourse car showcase and separate ‘Experience Centre’, housing 10 Seat models for test drive, and ‘New Car Handover Area’, are also part of the new facility.

Harrison said: “Seat is a brand on the move; with our fourth new model in just 18 months just around the corner, our stylish new range of cars is causing quite a stir.

“I’m delighted to be able to bring our exciting brand into the heart of London with the opening of our second store.

“Our new White City store looks terrific and I’m sure will open up the Seat brand to a whole new generation of enthusiasts and buyers alike, thanks to its high-tech, relaxed Mediterranean vibe, and our team of product experts ready to help London shoppers discover why we’re creating such a buzz in the industry.”

Seat said in a statement that its two retail stores form key elements of its ‘Easy to access, Easy to buy, Easy to own’ strategy in London, under ‘Car Shopping Made Easy’ banner.

Seat White City has created 13 permanent, full-time jobs and its being operated by Group 1 Automotive, the franchised retailer which already runs the brand’s first ever global store at intu Lakeside in Essex.

Colliers International has advised Seat on the acquisition of the store, which is over 50% larger than its sister facility.

The property experts said that Westfield attracts an annual footfall of over 27 million, generating over £990 million in sales.

Emel Ahmet, associate director in Colliers International’s Birmingham office retail team, who advised on the acquisition, added: “Over the past year, we’ve witnessed an unprecedented volume of enquiries from dealerships looking to take physical space in retail hubs, to connect more people with their brand who may not have been engaged beforehand.

“This new retail store concept provides Westfield London’s shoppers with an innovative and exciting experience. It also enables SEAT to showcase its latest vehicles and digital innovations to new and existing customers, in an area with significant exposure for the brand and guaranteed footfall."

Bill Moss, commercial director at Westfield London added: "Westfield is pleased to be at the forefront of this new concept within the motor industry and together with Colliers, we are excited to take this to the next generation with Seat."