Base childrenswear to open in Grand Central

Childrenswear retailer Base is to open its first store outside of the South East at Grand Central in Birmingham – which forms part of the Bullring Estate – this October.

Base offers designer clothing for boys and girls aged 0-16, and the new 3,500 sq ft shop, located next to Fat Face, will stock a range of international fashion labels including True Religion, Lacoste, Versace, Moncler, Fendi, and Ellesse X Base – an exclusive collection designed by the brand.

Base Grand Central will be the brand’s seventh bricks-and-mortar store in the UK, and its first outside of London and the South East. The new store represents the first stage of its expansion strategy.

Managing director of Base, Marc Granditer, says: “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.”

Iain Mitchell, UK commercial director at landlords Hammerson, adds: “When it comes to fashion, across our portfolio we’re looking for brands that deliver something different, and really generate some excitement. With its engaging mix of luxury brands and a great in-store environment, Base is a great example of that.”