Hammerson : Bullring’s new look LinkStreet becomes hub for new contemporary retailers

Hammerson announces that Bullring's newly refurbished LinkStreet mall is set to further strengthen the retail experience at the centre by providing the ideal space for new urban fashion retail and lifestyle brands to showcase their products in a dynamic pop-up style environment.

The concept for LinkStreet's extensive refurbishment completed late last year was inspired by some of London's most popular and innovative retail spaces including Seven Dials, Box Park and Carnaby Street, all offering shoppers a vibrant mix of independent retailers, restaurants and cafes. Having been totally transformed into a modern and versatile trading environment, LinkStreet is establishing itself as a new destination within Bullring that is well suited to offer emerging retail brands smaller and contemporary units that meet their requirements.

LinkStreet has already welcomed Pretty Green, the premium menswear label founded by Liam Gallagher, and to coincide with Bullring's ever popular 'Student Session' event at the end of April, five of the UK's leading upcoming retailers including Trapstar, Ratchet, Vincent Van Doodle, D|A Clothing and Major London 05, launched in LinkSteet by taking space in the brand new pop-up units.

As the connecting route between Bullring and Grand Central, LinkStreet is the perfect location for these smaller and more niche brands to build a presence in the UK's second city and provides shoppers with an exciting new retail experience that will continually evolve.

Hammerson worked with Appear Here, the leading online marketplace for short-term retail, to bring the pop-up retailing concept to central Birmingham.

Sarah Mander, Assistant Director, Retail Leasing, at Hammerson, said: 'The refurbishment that Link Street underwent last year has completely revitalised this area of Bullring - no more a thoroughfare for shoppers - LinkStreet is now well placed to deliver customers with a fresh and very different type of retail experience.

'Pop-up concepts are a great way of introducing innovative and exciting new concepts to our customers, and we are pleased to be able to provide the opportunity for these brands to showcase their ideas. It all enhances Bullring's offer, keeping it relevant and vibrant for shoppers.'

Daniel Richards, of D|A Clothing, commented: 'LinkStreet is an ideal location for upcoming brands to be part of a renowned shopping hub, which would otherwise be out of reach. The accommodating and welcoming staff made it easy and trouble free for us to take our business there for a week long pop-up.'

Ross bailey, CEO and Founder of Appear Here added: 'We are excited to be partnering with Hammerson on their LinkStreet spaces. For the launch, we've introduced a curated line-up of streetwear brands who'll be adding something new to Bullring. We believe retail is about more than selling products, the experience is everything, and this project embodies just that. It's great to see that Hammerson shares our passion for delivering a memorable shopping experience for all.'

ENDS