Hammerson has announced the signing of global denim and clothing brand Levi’s at Bullring, Birmingham’s iconic retail destination. The new 3,200 sq ft store, located adjacent to H&M and designed by Levi’s in-house team, will open this November.
Since inventing the blue jean over 140 years ago, Levi’s has been at the forefront of innovation in the casual and work attire industries, and it now sells its products in over 110 countries. With forward-thinking approaches to responsible production and design, Levi’s has also transformed its manufacturing process in recent years, and now uses far less water in its manufacturing than traditional operators.
The new store will stock all of Levi’s iconic products, including the Original 501 jeans, and a full range of sweaters, t-shirts, and outerwear. It will sell clothing for men and women, and will also include a personalisation service at the Levi’s Tailor Shop.
Levi’s will be joining other prominent international brands to have signed at Bullring in the last year, including Arket, Hugo Boss, and Morphe.
Iain Mitchell, UK commercial director at Hammerson, said: “Levi’s is a unique brand that has been delivering iconic products for over 100 years. When it comes to clothing and fashion, across our portfolio we’re targeting brands that offer something different, both in terms of the in store experience and the products they sell, and Levi’s delivers that. The new store will really complement the other great brands we have at Bullring & Grand Central.”
Richard Hurren, VP Europe North at Levi’s, said: “Birmingham has a thriving fashion community as the second biggest city in the UK. With its iconic architecture, Bullring is a much-coveted retail destination and this new store opening offers fans of the brand the right product offering in a great location.”