Hammerson : Havaianas returns to Highcross for the summer

Hammerson announces that international footwear brand Havaianas is opening a summer pop-up store at Highcross, Leicester, marking the brand's return to the centre.

Taking a 33 sq m unit on the upper mall, Havaianas will be offering its full range of iconic flip-flops alongside other holiday accessories including beach bags and towels. When it opens later this month the store will trade alongside global beauty retailer, L'Occitane. The signing follows the success of Havaianas' 2016 pop-up in the centre, which ran for the summer and offered customers personalised Havaianas flip-flops.

Retail pop-ups are playing an increasingly important role in building brand awareness and providing shoppers with new and exciting retail experiences. The format benefits both emerging and existing retailers, providing prime retail space and high levels of footfall for brands to test different products in new markets, experiment in a physical space for the first time, or drive dedicated marketing campaigns.

Iain Mitchell, UK Commercial Director at Hammerson, commented, 'We're delighted that Havaianas is returning to Highcross following the success of the pop-up last year. Attracting international brands such as this is testament to the strength of both Leicester and Highcross, the leading retail and leisure destination in the region.'

Richard Shetliffe, Country Manager at Havaianas said, 'We see Leicester and Highcross shopping centre as a hugely important location for Havaianas; as the region's leading shopping destination with great brand adjacencies and 17.5m annual visitors, it fits perfectly with our consumer demographic and brand positioning,'

ENDS