Lifestyle: Mailbox delivers new premium retail offering to Birmingham
THE last link in Birmingham’s retail revolution has been completed, with the opening of the city’s premium lifestyle and retail destination, the Mailbox.
Following just 24 hours after the launch of the fashion outlet mall at the new £150m Resorts World Birmingham complex at the NEC, an altogether different offering was unveiled to the public with the Mailbox’s new Urban Room, with its mix of premier brands and lifestyle offerings.
Focal point of the new offering is a revitalised Harvey Nichols, which has shifted away from its previous location at the entrance to the Mailbox to take up an entirely new position at the far end of the exclusive mall.
The department store, realising it would have to continue competing with Selfridges and now fight off the latest pretender to its crown, John Lewis, has devised a new shopping concept and the Birmingham store is the first to feature the new look.
The re-opening of The Mailbox follows a major two-year redevelopment, which has seen its offering transformed by new owners, Brockton Capital and Milligan.
The new vision has been shaped by extensive customer feedback and focus groups, guiding the creation of a haven for luxury shopping in the region, and offering a unique collection of international and national brands alongside high-end independents and designer pop-up retail.
The redevelopment has seen Harvey Nichols relocate to the centre of the Mailbox and open a remarkable new 45,000 sq ft concept store, in addition to attracting a premium leisure offer including luxury cinema operator, Everyman Cinemas, and independent bars and restaurants, Gas Street Social and Aluna.
The unveiling of the skylit Urban Room marks the biggest milestone to date in the centre’s history. Designed by Stirling Prize winning architects, Stanton Williams, the Urban Room features luxurious seating and finishes, creating a beautiful space for shoppers to enjoy during the day and an impressive destination for Birmingham’s events, exhibitions and social activities after retail hours.
The Urban Room is home to a line-up of luxury retailers including BOSS, Calvin Klein, Tommy Hilfiger, Gieves & Hawkes, LK Bennett and Daniel Footwear. Armani Collezioni and Jaeger are set to open at the Mailbox in early 2016 alongside Kitchen Gallery and a host of other retail and food and beverage brands.
Simon Samuels, Partner at Brockton Capital, said: “The Mailbox is the established location in Birmingham for luxury retail and its redevelopment plays a key role in the on-going transformation of Birmingham city centre, completing the city’s all-encompassing retail picture.
“I’m extremely proud to have achieved this exciting milestone today with the unveiling of the Urban Room. Alongside Everyman and the canalside restaurants and bars, it will provide a fantastic feature for Mailbox customers, office staff, residents and hotel guests to enjoy.”
