Hammerson secures two new lettings at Bullring in Birmingham

Hammerson has secured two new brands at is flagship retail destination Bullring in Birmingham – luxury life and style brand Kate Spade New York and interactive fitness platform Peloton.

Kate Spade’s new 1,500 sq ft store is located on the upper level adjacent to Selfridges, and is one of only a handful of standalone locations for the brand in the UK. Kate Spade New York’s collection of optimistic and feminine lifestyle accessories, including the brand’s iconic handbags, attire, shoes, jewellery, homeware, and tech accessories, are all stocked at the store. 

Founded in 1993, Kate Spade New York has grown into a global fashion house synonymous with polished ease and sophisticated femininity which is reflected in the store design, with velvet seating and ultra-luxe fittings throughout.
Global interactive fitness platform Peloton’s new 1,700 sq ft showroom will be located on the upper level, close to Zara. The new location will provide consumers with the chance to experience the Peloton Bike, with a personalised walk through. Peloton brings the energy and benefits of studio-style workouts to the convenience and comfort of home.
With thousands of live and on-demand classes, taught by a roster of elite instructors, Peloton delivers real-time motivation and curated playlists from the world’s best artists. In the UK, the brand’s immersive content is accessible through the Peloton Bike and the Peloton App, which provides a full slate of fitness offerings, wherever you are. Bullring & Grand Central was identified as a key location for the brand outside of London and forms part of Peloton’s expansion plans in the UK.
Iain Mitchell, UK Commercial Director at Hammerson, adds: ”Today’s announcement really highlights the continued popularity of destinations like Bullring & Grand Central, to both brands and customers. While the retail sector is undoubtedly challenging at the moment, it’s clear that the strongest locations remain in demand, and that brands with a unique offer, like Kate Spade and Peloton, can still succeed.”
Martyn Clark, International Director of Real Estate Development for Peloton, adds: “Bullring & Grand Central stood out as a key location for our first showroom opening in the West Midlands, and we look forward to introducing more people to the Peloton brand.”