Hammerson : LinkStreet welcomes new brands at Bullring

Bullring's LinkStreet continues to be a hub for contemporary and pop-up style retailers having attracted three new niche brands. The homeware specialists MADE.COM and the popular fashion retailer, Religion Clothing have both joined the retail mix in Bullring's LinkStreet, and international cereal café, Cereal Killer Café, is set to open later this year.

Traditionally an online retailer, Made.com has launched a pop-up store showcasing its most popular furniture designs. By working with upcoming design talent, the brand offers shoppers great designer furniture at affordable prices, direct from the makers.

Religion Clothing's new store in LinkStreet marks the brand's first outside of London and only the third store in its portfolio. Previously found only in Brick Lane and on Shoreditch High Street, London, the retailer brings its range of East London inspired menswear and womenswear collections to Birmingham.

Also making its significant first move outside of London, Cereal Killer Café will offer visitors over 100 different types of cereal from around the world, along with 30 different varieties of milk and 20 different toppings.

Following its refurbishment early in the year, LinkStreet, which connects Bullring and Grand Central, has established itself as the prime space for small and nice brands looking to build their physical presence and provide a dynamic retail experience for shoppers.

Hammerson worked with Appear Here, the leading online marketplace for short-term retail, to bring the pop-up retailing concept to central Birmingham, and was inspired by some of London's creative and innovative retail spaces such as Carnaby Street and Box Park.

Iain Mitchell, UK Commercial Director at Hammerson said: 'it is encouraging to see how quickly the new look LinkStreet has succeeded in attracting more of London's most innovative and niche brands, strengthening Bullring's overall retailer offer and ensuring that the centre remains a best-in-class destination for shoppers.'

Rebecca Ruddle, Head of Showrooms at MADE.COM commented,'MADE.COM have worked with Appear Here to book spaces for our last two pop-ups in Brighton and Birmingham. The platform is easy to use and a great place to discover exciting new retail destinations. LinkStreet is our first pop-up shopping centre location, and we decided to test it out because we love how Birmingham has evolved over the recent years and we wanted to try out our new digital tap wall, which is a UK first, in a space with high footfall.'

Ross Bailey, CEO and Founder of Appear Here said,

We're really excited to be working with Hammerson on the LinkStreet project. We have lots of demand for shopping centres, and listing these spaces in LinkStreet means we can give more brands the opportunity to test their ideas in one of the UK's top retail destinations. I also love that we're also placing brands in LinkStreet who you would never normally discover in a shopping centre.'

ENDS