Lee Longlands plans £1.7m investment in new Derby store
BIRMINGHAM-based retailer Lee Longlands is expanding its store portfolio with a £1.7m investment in a new site in Derby, creating 35 new jobs.
The furniture retailer has signed a deal to move into the iconic Co-Op building on Exchange Street in the city.
The independent retailer, which celebrated 110 years in business in 2012, is creating a 65,000 sq ft home department store selling a collection of furniture, lighting, carpets, linens, accessories, cookshop items and small electrical appliances.
An extensive fit-out programme is due to begin shortly to create a ‘destination’ shopping venue which the company hopes will rival anything currently available in the East Midlands.
Darren Campo, Financial Director at Lee Longlands, said: “We are really excited to be returning to Derby and providing a retail offer that is currently missing in the city.
“This is the biggest investment we’ve made in over a decade and, when launched, will become Derbyshire’s biggest home department store spanning four levels and offering an eclectic mix of styles, brand names and exciting new ranges.”
Lee Longlands had trialed a much smaller offer in the nearby Westfield Shopping Centre in 2010 and this played a major part in informing its decision to choose Derby as its only presence in the East Midlands – joining its flagship Birmingham store and other outlets in Cheltenham, Leamington Spa and Oxfordshire.
The Exchange Street store will target the mid to premium end of the market and feature designer brand names from around the world and the best of British, such as Brintons, Ercol, G Plan, Parker Knoll and Vi-Spring.
In what is a slight change in direction, the firm is also planning to provide dedicated cookshop and giftware sections.
“The East Midlands has been a target for us for some time now; it was just really a question of finding the right space and location,” added Campo.
“We feel we have found this in the old Co-op store, which is one of Derby’s most iconic buildings. It gives us the flexibility to create a fantastic shopping experience and we are ploughing £1.7m into new staff, recruitment, training, stock, promotion and the extensive fit out, which will give it the Lee Longlands ‘look and feel’”
The firm is planning a significant TV, press and radio campaign to support the opening.
