Merry Hill to add womenswear brand Vanilla to its line-up
Womenswear brand Vanilla has signed to take 4,500 square feet of retail space at the Merry Hill retail and leisure destination in the West Midlands.
The shop will be home to the brand’s Blue Vanilla and Pink Vanilla labels and will stock a selection of basics, statement pieces and a variety of footwear and accessories.
While Blue Vanilla focuses on designs for all occasions including casual and evening wear, Pink Vanilla targets a younger demographic aged 14 to 24 while taking inspiration from street style, social media and pop culture.
Due to open in April opposite Boots on the centre’s Upper Mall, the shop will also be close to fashion retailers River Island, Superdry, Hobbs and All Good Things.
Michelle Burns, head of retail stores at Vanilla, said: “Vanilla continues to go from strength to strength as a brand, and we are so excited to soon be opening in Merry Hill, one of the UK’s leading retail and leisure destinations. This is the perfect home for our new store; Merry Hill’s visitors will love our forward-thinking approach to fashion, with our unique, trend-led collections of womenswear, from both Blue Vanilla and Pink Vanilla.”
The news follows a strong year of leasing throughout 2022 for Merry Hill which has included the arrival of Kurt Geiger and Ted Baker.
Alistair Winning, asset manager at Sovereign Centros, added: “The commitment of another well-established high street retailer at Merry Hill is testament to the destination’s appeal and fashion success. We are continuing to introduce brands that deliver breadth of choice and enhance the experience for our visitors; Vanilla aligns with this continued drive, and we look forward to seeing our customers enjoy their on-trend collections.”
