Birmingham’s Bullring shopping centre has partnered with pop-up store specialist Appear Here to offer a space for urban fashion retail and lifestyle brands.
Bullring Birmingham pop-up concepts
Property developer Hammerson refurbished its LinkStreet mall at the end of last year, taking inspiration from locations such as Seven Dials, Box Park and Carnaby Street in London, with a focus on a mix of independent retailers, restaurants and cafes.
Streetwear brands and retailers including Trapstar London, Ratchet, DA Clothing and Major London 05 have taken short-term leases in the new area, which is the connecting route between Bullring and Grand Central in the city. They have also been joined by Birmingham-based independent homeware retailer Vincent Van Doodle.
Ross Bailey, chief executive and founder of Appear Here, said the edited range of streetwear brands add a new dimension to the existing Bullring offer.
“We believe retail is about more than selling products, the experience is everything, and this project embodies just that,” he said.
“The refurbishment that LinkStreet underwent last year has completely revitalised this area of Bullring – no more a thoroughfare for shoppers – LinkStreet is now well placed to deliver customers with a fresh and very different type of retail experience,” said Sarah Mander, assistant director of retail leasing, at Hammerson.
“LinkStreet is an ideal location for upcoming brands to be part of a renowned shopping hub, which would otherwise be out of reach,” explained Daniel Richards, director at streetwear label DA Clothing.
“It all enhances Bullring’s offer, keeping it relevant and vibrant for shoppers,” added Mander.