Coach opens Birmingham flagship as it targets growth outside London

By

Sandra Halliday

Published
Oct 6, 2017

Coach has taken a major step forward in its plans to expand in the UK with the opening of its regional flagship in Birmingham’s giant Bullring shopping centre.

The 280 sq m store is located on the upper east level of the mall, close to a number of premium brands.

It’s only the fourth Coach store outside of London and its size and location means it’s key for the brand in growing its sales in Britain. The company is also planning to open a store in the giant Bluewater mall in Kent as part of its strategy to target customers outside of the central London bubble where the tourist rush to following the fall in the value of the pound offers a very different picture of UK retail compared to many other parts of the country.

The new Bullring store stocks Coach’s full range of bags, footwear, outerwear and accessories and the opening is, of course, equally as important for the mall as it is for the brand.

Premium malls are working hard to attract higher-end brands to their mix as the luxury sector recovers. 
 
Michaela Moore, General Manager of Bullring and Grand Central, said: “Coach’s opening is demonstrative of Bullring’s continued appeal to international aspirational brands as the location is already home to a prestigious retail mix. Coupled with the recent opening of Russell & Bromley’s debut store in the city, this news further cements [its] position as one of the UK’s premier retail and leisure destinations.”
 
Meanwhile Coach Europe President Catherine Levesque said the location is a strong one because of the brand mix and because the centre’s “exceptional footfall is a great opportunity for us to offer our luxury products to an ever-growing affluent customer base.”

The mall has an annual footfall of over 36 million, with retailers performing on average 55% ahead of their national averages.
 
As well as the Coach and Russell & Bromley openings, Hugo Boss has also launched a new look store there following a major investment in its fit-out.  Located near Coach on the upper mall, the brand has significantly enhanced the customer experience, with a refurbished look and feel throughout.