Vanilla to open first East of England store at Queensgate, Peterborough
The Vanilla fashion brand is set to make its East of England debut in Peterborough with the opening of a new store at Queensgate.
The 3,622 square foot store will house both the Blue Vanilla womenswear proposition and the trend-led Pink Vanilla, aimed at 12 to 24-year-olds.
Vanilla’s unit will be in a prominent position on Queensgate’s upper mall, where the likes of H&M, Superdry, River Island, Frasers and Sports Direct have stores.
Subscribe to TRBVanilla currently has ten shops across the UK.
Michelle Burns, head of retail stores at Vanilla, said: “This has been a long time coming, with Queensgate being a key location for us. Its diverse customer base is a great fit for Vanilla, catering to both trend-aware Gen Z customers and those looking for a new weekday staple or an outfit for the evening. It is a very exciting moment for us as we look ahead to opening this autumn.”
The signing of follows refits by Primark, Boots, and Vision Express at Queensgate.
Ed Ginn, director of investment management at Invesco Real Estate, said: “The signing of Vanilla at Queensgate comes at an exciting time for the centre, quickly following a trio of investments from quality, high street brands.
“Ongoing investment, along with the continued leasing momentum, has transformed the centre, meaning Queensgate is the go-to destination in the East of England. Vanilla’s trend-led and accessible ranges make a great addition, suiting both the fashion needs and wants of our visitors.”
