Childrenswear retailer Base expands into the Midlands
Childrenswear retailer Base is to open its first store outside the south east at Hammerson’s Grand Central shopping centre in Birmingham.
Due to launch in October, the store will stock Base’s range of designer clothing for boys and girls aged up to 16 years. Brands will include the likes of True Religion, Lacoste, Versace, Moncler and Fendi. Customers will also be able to buy items from Base’s own exclusive collection, Ellesse X Base.
Base has taken a 3,500 square foot unit next to FatFace. Designed by Base’s in-house team, the shop will be the brand’s seventh bricks-and-mortar store in the UK, and its first outside of London and the South East.
Marc Granditer, managing director of Base, said: “Our first steps outside of the South East have been highly anticipated and we spent a great deal of thought on where the best location for Base would be as we expand. Birmingham is the second-largest city in the UK, and with its affluent customer base and huge footfall associated with Birmingham New Street station, Grand Central was the obvious choice and the ideal destination to launch Base outside of the South East.”
Grand Central forms part of the Bullring Estate shopping district which comprises the Bullring, Grand Central and Link Street.
Iain Mitchell, UK commercial director at Hammerson, said: “As one of the market leaders in luxury childrenswear, Base is a great addition to Grand Central, and a brand that will really complement the broader offer at the destination. This is yet another brand that has chosen a Hammerson destination for its first store outside the South East.”
