EL&N Café to make regional debut at Hammerson’s Bullring
Hammerson has signed up café and lifestyle brand EL&N Café for a space at Birmingham’s Bullring as part of its strategy to enliven its assets through new occupiers, brands and concepts.
The ‘most instagrammable café in the world’ has taken nearly 8,000 square feet of space on bustling New Street for its first outlet in the Midlands.
EL&N opened its first café in London’s Mayfair and subsequently expanded across the Middle East and Europe with launches in Doha, Kuwait City, Dubai, Milan and Edinburgh. The restaurant is known for its intricate floral displays and pink décor.
The Bullring menu will include the brand’s assortment of afternoon tea items, an all day brunch selection and patisserie products made by its in-house pastry team.
Alexandra Miller, founder of EL&N Café, said: “Opening our Midlands’ debut is a major milestone for us. We are delighted to be coming to Birmingham and there is no better location to be than the iconic Bullring. When I launched the brand, my goal was to provide consumers with a memory that could last forever and opening a space in a renowned destination like Bullring is reminiscent of that, I can’t wait to bring this experience to a new demographic of customers.”
The signing follows news that Birmingham City Council has unanimously approved Hammerson’s plans to transform the former John Lewis department store at the city’s Grand Central into 200,000 square feet of modern wellbeing-designed offices.
Toby Tait, director asset management at Hammerson, said: “EL&N Café will bring something new and exciting to the destination, and their selection of Bullring for a regional debut location is a clear sign of their confidence in Bullring and Birmingham more generally. EL&N Café will deliver a unique atmosphere that we know will appeal to the people of Europe’s youngest city and we can’t wait to see it open later this year.”
The Retail Bulletin will be holding its first regional HR conference at Bullring on 17 May. See further information here
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