Independent childrenswear retailer Base is set to open its first store outside the South East when its new store opens this October at Grand Central, Birmingham.
Shopping centre owners Hammerson announced the news earlier this morning that the designer will take a 3,500 sq ft unit.
Commenting on the opening, Hammerson’s UK Commercial Director, Iain Mitchell said: “As one of the market leaders in luxury childrenswear, Base is a great addition to Grand Central and a brand that will really complement the broader offer at the destination.
“When it comes to fashion, across our portfolio we’re looking for brands that deliver something different, and really generate some excitement; with its engaging mix of luxury brands and a great in-store environment, Base is a great example of that. This is yet another brand that has chosen a Hammerson destination for its first store outside the South East.”
Base offers designer clothing for boys and girls aged 0-16 years; the new Base store at Birmingham’s Grand Central will stock a range of international fashion brands including True Religion, Lacoste, Versace, Moncler and Fendi.
Base Managing Director, Marc Granditer added: “Our first steps outside of the South East have been highly anticipated, and we spent a great deal of thought on where the best location for Base would be as we expand.
“Birmingham is the second-largest city in the UK, and with its affluent customer base and huge footfall associated with Birmingham New Street station, Grand Central was the obvious choice and the ideal destination to launch Base outside of the South East.”
Featured image courtesy of Visit Birmingham