Childrenswear retailer Base to open at Grand Central

By

Barbara Santamaria

Published
Sep 2, 2019

Designer kidswear destination Base is gearing up to open its first store outside the South East at Grand Central, Birmingham, this October.

The new location will take the brand’s total number of bricks-and-mortar stores in the UK to seven.

Dedicated to clothing for boys and girls from 0-16 years, the retailer offers a range of international fashion labels including True Religion, Lacoste, Versace, Moncler and Fendi, as well as an exclusive Ellesse x Base collaboration.

The new Base store will spread over 3,500 sq ft and sit alongside Fat Face.

Iain Mitchell, UK commercial director at Hammerson, said: “As one of the market leaders in luxury childrenswear, Base is a great addition to Grand Central, and a brand that will really complement the broader offer at the destination.”

Marc Granditer, managing director of Base, added: “Our first steps outside of the South East have been highly anticipated, and we spent a great deal of thought on where the best location for Base would be as we expand. Birmingham is the second-largest city in the UK, and with its affluent customer base and huge footfall associated with Birmingham New Street station, Grand Central was the obvious choice and the ideal destination to launch Base outside of the South East.”

Opening at the centre next month, Base will join a strong line-up of brands at Bullring & Grand Central including John Lewis & Partners, Arket, and Morphe.

Base has also stores at Bluewater, Lakeside, Westfield London, Westfield Stratford City, Eastgate in Basildon and The Liberty in Romford.