Gap has unveiled a new store concept at the Bluewater shopping centre, which includes a new denim personalisation bar.

The new 10,000 sq ft store, which was designed by an in-house team, features men’s, women’s, kids and baby as well as GapFit and Gap Body and the new Denim Addict feature, where shoppers can personalise their denim with distressing, studs, patches and embroidery.

Greenhithe, Kent-based Bluewater claims to be Europe’s leading retail destination with more than 300 stores and 60 foot outlets. The arrival of the new Gap concept is “part of our strategy to create a select series of statement stores at Bluewater, where the emphasis is on providing something unique,” according to Russell Loveland, portfolio director at the centre’s co-owner and asset manager Land Securities.

Bluewater’s fashion offer includes a wide range of high street and premium brands including H&M, Zara, Anthropologie and Michael Kors. Its next major fashion arrival will be a new store this summer from fast-growing etailer Missguided, which recently unveiled an ambitious bricks and mortar expansion plan when it opened its first store at Westfield Stratford.