Shopping centre owner Hammerson has signed a three-year deal with pop-up space provider Appear Here to showcase local independent retailers.
Hammerson shopping centres will house Appear Here’s Up Market initiative, which offers rotating pop-up spaces to new and emerging fashion, lifestyle and artisan food retailers.
Each Up Market will run for a minimum of eight weeks, providing local entrepreneurs and start-up businesses with the opportunity to trial new products and concepts on a larger scale. Rents start at £300 a week.
The first Up Market will launch at the Bullring Birmingham shopping centre later today. Three more will follow within the first year, at Brent Cross in north-west London, Cabot Circus in Bristol and the Victoria Quarter in Leeds.
Iain Mitchell, UK commercial director at Hammerson, said: “This initiative will shine a spotlight on the UK’s most exciting and innovative retail talent, providing unknown artisan brands with an unparalleled opportunity to engage with millions of customers on a national scale.
“Rotating the mix of emerging independents will also ensure that our portfolio of leading retail destinations continue to offer personalised experiences, enhancing the customer offer.”
Ross Bailey, CEO at Appear Here, said: “Up Market gives young brands a chance to build brand awareness, test their concept and meet local customers face to face in a prime retail destination, while also giving shoppers the chance to discover new brands.”