Bullring to welcome upcycled fashion brand

Sook, the flexible pop-up space operator which opened in Birmingham at the Bullring and Grand Central last month, has announced the winner of a competition to takeover the space for free.

Silly Girl Club, a fashion brand which upcycles vintage cartoon bedding by turning them into clothing and accessories, will host its first-ever pop-up shop in Birmingham on Saturday November 5 after it was chosen from more than 700 brands that entered a competition to win a free day at Sook.

Sook offers a blank canvas for brands to take over a temporary physical space from as little as a few hours or days. The digital screens and fixtures allow businesses to completely brand the venue to suit individual requirements.

Previous names to have been based at Sook’s space include cult fashion brand Sisters & Seekers, athleisure brand Torchwear, and lingerie and fashion brand Peachaus.

John Hoyle, founder and CEO of Sook said:  “We are on a mission to help revive the nation’s high streets and shopping centres and offer brands the opportunity to have physical space to meet their customers in person and build their brand in the real world.

“We wanted to launch in Birmingham by offering a local business the opportunity to use our space for free, and I’m thrilled that Silly Girl Club will take over the space in early November. Given the climate crisis, it is vital to act sustainably and be conscious of our actions towards the planet, and Silly Girl Club does exactly this.”

Nikki Millar, who owns Silly Girl Club, added: “We are so excited to have been chosen as the winner of Sook’s competition. We’re really looking forward to bringing our brand to the Bullring for a day, as it’s a great opportunity to meet both new and existing customers in person.”

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