American Eagle Outfitters wants its slice in Western Europe

Can this US brand conquer Europe?

The footprint for American Eagle Outfitters stateside is phenomenal, but the Pittsburgh-headquartered company has also taken its brand of Americana further afield.

So given its desire to break into Western Europe, why did American Eagle Outfitters make its debut by opening in London last year, rather than mainland Europe?

The consumer of course, says the firm's chief commercial officer. Apparently, British shoppers are the trendiest in the region.

"The U.K. is critical for our launch into the rest of Western Europe. We see this consumer as leading the trend and giving us a definite read on the way we want the consumers to work with us here," Simon Nankervis, chief commercial officer at American Eagle Outfitters, told CNBC on Wednesday.

An American Eagle Outfitters store in San Francisco.
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The clothing and accessories retailer has a market capitalization of around $3 billion. It opened stores in London during the Fall of 2014, but only launched a U.K. e-commerce site this month.

"We're seeing definite shifts between the various brick and mortar and digital channels, so I think we'll see more of that consumption continue to move online," Nankervis told CNBC.

He added that the U.K. website, was the brand's first to be localized.

"We've been servicing Europe and the rest of world through digital from the U.S. This is our first into actually servicing the customer from their home base," Nankervis said.

A shopper walks past an American Eagle store in the mall.
Tim Boyle | Getty Images News | Getty Images

American Eagle Outfitters has stores in 24 countries across the globe, including shops in the affluent cities of Dubai and Abu Dhabi in the Middle East and Shanghai in China. It also has a scattering of stores in Eastern Europe, but Western Europe – apart from the U.K. – is virtually dry.

Nankervis was confident both the British and global consumer would deliver, despite qualms circling over the strength of consumer buying in general.

"We're not seeing it (a consumer decline) in our business. If you look at our earnings per share and our guidance for the moment for the third quarter, we're projecting a 30 percent increase in earnings. So we believe that our customer is actually returning to our stores," he said.

—By CNBC's Alexandra Gibbs, follow her on Twitter @AlexGibbsy.