Hammerson is pleased to announce that fashion retailer Diesel, renowned for its high-end denim collections, has signed up to open a new stand-alone store in Bullring, Birmingham in a move that will mark the brand’s return to the city.
Diesel’s new 2,600 sq ft unit, which will be located on the Upper Mall, is expected to open its doors in October. The store will be situated alongside other new aspirational brands including Michael Kors, Ted Baker, Cadenza and Whistles, all of which opened on the Upper Level last year,
Diesel is already a popular concession in Bullring’s Selfridges store, but with only 15 standalone store across the UK, the brand’s decision to launch a new store in the centre is testament to Bullring’s dominance as one of the UK’s leading retail destinations.
To facilitate Diesel’s new store, Office, the high-street fashion footwear retailer has been relocated into a larger unit on the Lower Level of the centre and is due to open in August.
Sarah Mander, Assistant Director, Retail Leasing, at Hammerson, said: “It is great news for Bullring that Diesel has chosen the centre to make its come back in Birmingham with a new stand-alone store. Bullring remains the key retail destination for brands looking for a presence in a super-regional location, and Diesel is the perfect brand to join our line-up of aspirational retailers on the Upper Mall.”
Pablo Sueiras, Commercial Director at Diesel, added: “Diesel’s upcoming new 2600 sq. ft. stand-alone store in Birmingham marks the brand’s clear premium positioning in the Bullring amongst the adjacent elevated fashion retailers on the Upper Mall.”