James Lakeland to open at The Mailbox in Birmingham
today Jun 24, 2019
It will be the first directly-operated store in the Midlands for the brand, which has wide distribution across the UK but is largely sold through multi brand chains such as House of Fraser. Its standalones are mainly focused on affluent parts of London. The label trades heavily on its quality image with a focus on it being a British brand but with its ‘made in Italy’ manufacturing also a key selling point.
Other premium and luxury fashion names at the Mailbox include Harvey Nichols, Paul Smith, Boss, Burrows & Hare, Emporio Armani, Tommy Hilfiger and English Brands.
At present, the label is available in House of Fraser in Birmingham and the company said the location is “the ideal place for our first store in the city.”
The Mailbox does indeed seem to be a good choice for the brand. The mall doesn’t release much data around its performance but said last year that the city centre location had seen visitor traffic rising faster than the UK average and sales growth outstripping those healthy footfall increases, which meant those shoppers who turned up were spending more.
The mall has worked hard on the retail mix in recent years and the presence of Harvey Nichols is a key attraction in enticing other upscale fashion brands into the location.
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