The Bullring and Grand Central shopping centres' owner, Hammerson, has confirmed that the Los Angeles-based fashion label Edikted will be opening a new store at the Bullring this autumn.
Earlier in August, it was reported that Edikted was recruiting staff in preparation for its Birmingham launch. Now, Hammerson has officially confirmed the retailer’s arrival, marking Edikted’s second UK store after its debut flagship on London’s Carnaby Street earlier this year.
Edikted describes itself as a “Gen-Z-orientated online fashion brand” strongly influenced by pop culture, technology, and contemporary style. Its collections focus on streetwear staples such as casual tops, jeans, and hoodies. Popular products include a £23 T-shirt featuring the Edikted logo and £44 wide-leg “basic girl” joggers.
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Headquartered in Los Angeles, Edikted operates stores in trendy districts within both LA and New York. The Birmingham store at the Bullring is expected to attract its young, fashion-conscious audience in one of the UK’s leading city centre shopping destinations.
Lauren Wellman, Leasing Manager at Hammerson, expressed enthusiasm about the new addition: “We are delighted to welcome Edikted to Bullring, a brand we believe will quickly become a customer favourite. Its distinctive identity and engaged young customer base make it a fresh and exciting addition to our fashion offering. This signing underscores Bullring’s reputation as a prime location for fast-growing international brands seeking to connect with new audiences.”
In addition to Edikted, the Bullring and Grand Central will soon introduce other new ventures, including Korean street food brand Bunsik, which will take over the space formerly occupied by Shokupan above the train station, and Ready, Steady, Bake It, an interactive baking experience launched by Toca Social on Link Street.
Furthermore, a new kiosk outside the Coach store on the Bullring’s upper level will showcase sparkling jewellery from the brand Gioia.
Meanwhile, some familiar Bullring outlets are currently closed for refurbishment, including popular brands H&M and Nando’s.
Shoppers can look forward to these fresh offerings as the Bullring continues to evolve as a vibrant retail and dining destination in Birmingham.