I've never been a great fan of Esprit's clothes, as they've always been a bit too bland for my liking and I could never work out what type of shopper they were trying to attract. However I parked my prejudices and wondered down to the chain's new store in Covent Garden. I was expecting a good shopping experience, after all Covent Garden is 'the' location for classy diffusion boutiques.

According to the company's website Esprit is now a global network that spans five continents, while its products are marketed in 43 countries.

With this growth and reach I was expecting something amazing and wondered, how this had been achieved.

I peered through the large glass shop front and entered, neatly side-stepping the lime green Perspex phallus that hung from the ceiling (why?). Suddenly, the reasons for the company's phenomenal growth were clear. It's all about price. And stock, lots of it, that makes it impossible for the consumer to realise and appreciate the showcase of textures and type on the walls and the pots of flowers dotted around the environment. Any design details, apart from the aforementioned phallus, are lost in the cramped space that is heaving with winter wear, perfect for that dry slope in Milton Keynes. True democracy indeed.

Ultimately, I felt that while the shop was trying to offer or adhere to some retail design principles, these attempts were at odds with the clothing on sale and the mentality of High Street selling, which Esprit now appears to be competing with.

Hunt around, you'll find some great bargains, and now the sun is starting to shine, the spring/summer rangers are filling up the shelf, so hand over credit card now for satisfaction.