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Beaverbrooks to relocate and double size of centre:mk store

Tom Bottomley
30 June 2021

Jewellery and luxury watches retailer Beaverbrooks is relocating and upsizing its flagship store at centre:mk shopping centre in Milton Keynes.

It’s moving from the current 1,300 sq ft store at 16 Midsummer Arcade to a new 2,744 sq ft unit at 27-29 Crown Walk at the end of summer 2021 - more than doubling its presence.

It comes following the news last week that the 102 year-old family owned business is set to launch a new luxury brand concept, Loupe, which it will operate as a separate fascia within its portfolio, opening a new luxury jewellery and watch boutique at centre:mk on 9 July, 2021, with a second Loupe store opening in Croydon later in July.

Both boutiques are former Fraser Hart stores which were acquired by Beaverbrooks in December 2019.

The new Beaverbrooks store will offer a selection of exceptional quality diamonds, jewellery and watches, and luxury and designer brands including OMEGA, Breitling and TAG Heuer.

Anna Blackburn, Managing Director at Beaverbrooks, said: “2020 was a challenging year of adapting quickly to change in an already precarious retail landscape, and we are extremely proud of how we responded as a business.

“Our website has been crucial in navigating the pandemic, but given the luxury and emotive nature of jewellery and watches, customers will always want to go in-store to see the product and receive one-to-one expert help and advice.

“We first opened our doors in centre:mk 26 years ago and are committed to our loyal customer base in the region. We’re excited to build on our longstanding relationship by relocating to a new store, where we’ll continue to provide exceptional quality diamonds, jewellery and watches, and an even better shopping experience.”

Kevin Duffy, centre:mk’s Centre Director, added: “Beaverbrooks’ passion for fine jewellery and watches, and commitment to their customers, is what makes them truly successful. The brand’s significant investment into centre:mk and decision to relocate to a larger store reflects Beaverbrooks’ ambition for the high street, highlights centre:mk’s dominance within the catchment and dedication to supporting the growth of its current brands and businesses.”

The new Loupe retail boutique has been created as a completely different concept to the existing Beaverbrooks stores. One of just two in the country, the new centre:mk boutique is an investment in excess of £1million, and will offer luxury watch brand Rolex, alongside its diamond and fine jewellery collections. Other Swiss watch brands that will be available to clients include Hublot and Zenith.

Partner jewellery brands including Mikimoto, the originator of cultured pearls, Gucci Fine Jewellery, Hearts on Fire and Royal Asscher diamonds, will also form a key part of the collections, as well as a number of one-off pieces featuring rare, coloured gemstones and striking, modern designs.

Combining high specification fixtures and finishes with a chic, contemporary layout, the new boutique has been designed to create an inspirational retail environment where clients can relax and spend time exploring the collections. Autumn 2021 will see the launch of a luxury ecommerce Loupe proposition.

Anna Blackburn spearheaded the development of the Loupe brand. Last week she said: “We are delighted to finally be able to announce the launch of our luxurious new boutique brand, Loupe, in Milton Keynes.

“Following the rising trend for experiential retail, and bringing a fresh approach to the luxury sector, Loupe has been carefully developed to offer the personal and immersive experience that we know is incredibly important to clients investing in higher price point items.

“Even the name itself – which comes from the magnifying glass used by jewellers and watchmakers – has been chosen to break conventions and be memorable. It represents the concept of looking through a portal into an exciting new world, offering luxuriously delightful experiences for each client, every time.”

Beaverbrooks is a family-owned jewellers established in 1919, with 72 stores across the UK, providing exceptional quality diamonds, jewellery and watches.

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