Dani Dyer-Bowen will cut the ribbon at the launch of Peacocks in The Mercury Shopping Centre at 9am on October 8.
The TV star, who is the daughter of EastEnders actor Danny Dyer and married to West Ham footballer Jarrod Bowen, will also be giving away “golden tickets” worth £50 to the first customers in store.
In a post on social media, The Mercury said: “The store will stock a wide range of quality women’s, men’s and children’s fashions in the season’s latest styles.
“To celebrate the new store opening Peacocks brand ambassador Dani Dyer will be cutting the ribbon and giving away golden tickets worth £50 to the first customers in store!”
Dyer-Bowen, who was born in Newham, is back on TV screens as a contestant in this year’s Strictly Come Dancing and recently voiced a character in Shaun the Sheep: The Beast of Mossy Bottom.
She first shot to fame after winning the fourth season of Love Island in 2018, and has since worked on podcasts, documentaries and released her own book.
Peacocks, which previously operated in The Mercury before shutting during a wave of store closures in 2020, is returning to its former unit.
New Peacocks signs have already been installed and fit-out works are currently underway.
The launch follows the arrival of Toytown at the Romford shopping centre on September 9.