Hammerson and Appear Here are pleased to announce the launch of Up Market, an initiative to introduce new and emerging independent retailers to Hammerson’s UK portfolio of leading shopping centres.
Up Market is a collection of the UK’s most exciting independent makers, crafters, designers and artisans curated by Appear Here. Launching at the iconic Bullring, Birmingham, Up Market will see a rotating line-up of the region’s best up-and-coming food, fashion and lifestyle brands.
As part of the three year agreement, Appear Here will curate commercial mall space in Hammerson’s leading UK shopping centre portfolio, with four Up Markets planned in the first year alone, including Brent Cross, London, Cabot Circus, Bristol and Victoria Quarter, Leeds. With over 250 million customer visits every year, Hammerson’s retail destinations offer new and emerging retailers an opportunity to generate brand awareness and leverage significant footfall from a standing start.
Each Up Market will run for a minimum of eight weeks, providing local entrepreneurs and start-up businesses with the opportunity to trial new products and concepts on a large-scale in a trusted retail environment. Independent retailers can rent space for as little as £300 per week.
Brands already signed up to Up Market at Bullring include local Birmingham businesses The Sweet Potato Spirit Co (sweet potato spirits handcrafted in copper stills), Zero Skin (natural and organic skincare currently whipping up a storm on Instagram), Bug (eclectic silver jewellery: think mini baked beans and tiny teacups), Jam Jar Lights (quirky lights and accessories) The Strawberry Stop (fresh strawberry pots) and Miss Macaroon (macaroons with a social conscience).
Located on the premium Upper East Mall surrounded by popular stores such as Whistles, All Saints and Swarovski, Up Market is a great opportunity for young brands to engage with Bullring’s 36 million shoppers.
Tom Houlbrooke, Director at The Strawberry Stop, commented: “We saw trading in Bullring as a huge opportunity to get across our passion for home grown, fun and delicious strawberry products to a huge audience”.
Iain Mitchell, UK Commercial Director at Hammerson, commented: “We are delighted to announce the launch of Up Market at Bullring, one of the UK’s most iconic retail destinations. In line with our strategy to create differentiated destinations where more happens, this initiative will shine a spotlight on the UK’s most exciting and innovative retail talent, providing unknown artisan brands with an unparalleled opportunity to engage with millions of customers on a national scale. Rotating the mix of emerging independents will also ensure that our portfolio of leading retail destinations continue to offer personalised experiences, enhancing the customer offer.
“We look forward to working with Appear Here over the coming years, and we are excited about the potential to discover new and emerging brands as the Up Market tour rolls out across our UK-wide portfolio of retail destinations.”
Ross Bailey, CEO at Appear Here, commented: “We are always looking for ways to help the independent brands using Appear Here access the best spaces to showcase their ideas. Even if that means creating space where it didn’t exist before. Up Market gives young brands a chance to build brand awareness, test their concept and meet local customers face to face in a prime retail destination. While also giving shoppers the chance to discover new brands. Hammerson is a great example of a forward-thinking landlord, which is always looking to create new experiences for its shoppers. We’re excited to be partnering with them to make Up Market travel the country.”