Vanilla signs up for Merry Hill store

By

Nigel TAYLOR

Published
Mar 3, 2023

Women’s fashion brand Vanilla is to open a statement store at retail and leisure destination Merry Hill, Briersley Hill, in April.

The “fashion-forward retailer champion of affordable, high-quality clothing”, is to take a 4,500 sq ft space featuring both of the brand’s labels, Blue Vanilla and Pink Vanilla. The offer includes basics, statement pieces, and a variety of footwear and accessories.

Blue Vanilla focuses on designs for all occasions from casual to eveningwear, and the Pink offer targets a younger demographic (14-24). Pink Vanilla promises a ‘fun fashion fix’, with ranges “taking inspiration from street style, social media, and pop culture”.

Opening on the Upper Mall, Vanilla joins other high-street favourites in this part of the destination, including River Island, Superdry, Hobbs and All Good Things.

Michelle Burns, Head of Retail Stores at the firm, said: “Vanilla continues to go from strength to strength as a brand. This is the perfect home for our new store.”

Alistair Winning, Asset Manager at mall operator Sovereign Centros, added: “The commitment of another well-established high street retailer at Merry Hill is testament to the destination’s appeal and fashion success. We are continuing to introduce brands that deliver breadth of choice and enhance the experience for our visitors; Vanilla aligns with this continued drive, and we look forward to seeing our customers enjoy their on-trend collections.”

The announcement follows a strong year of leasing throughout 2022 for Merry Hill, including the arrival of premium high-street brands Kurt Geiger and Ted Baker, as well as the refurbishments and relocations of H&M and jewellery retailer Beaverbrooks.