Vanilla Women’s Fashion Brand Joins Merry Hill – Retail Focus

Sovereign Centros has announced the upcoming arrival of Vanilla, a trendy women’s clothing brand, at Merry Hill, one of the UK’s top retail and leisure destinations. The store will take up a 4,500 sq ft space and will house both of the brand’s labels, Blue Vanilla and Pink Vanilla, offering a broad selection of affordable, high-quality clothing, footwear, and accessories. Blue Vanilla is aimed at catering to all occasions, while Pink Vanilla targets a younger demographic between the ages of 14-24 with their fun fashion fix inspired by street style, pop culture, and social media.

Vanilla Merry Hill is set to open in April on the Upper Mall opposite Boots, joining other popular high-street favourites such as River Island, Superdry, Hobbs, and All Good Things. Alistair Winning, Asset Manager at Sovereign Centros, commented on the new addition, stating that the commitment of another established high street retailer at Merry Hill is a testament to the destination’s appeal and fashion success. The mall has continued to introduce brands that enhance the shopping experience for visitors.


The announcement of Vanilla’s arrival follows a successful year of leasing in 2022 for Merry Hill. The mall saw the arrival of premium high-street favourites such as Kurt Geiger and Ted Baker, and the refurbishment and relocation of leading jewellery retailer, Beaverbrooks, and internationally-renowned fashion brand, H&M.

Michelle Burns, Head of Retail Stores at Vanilla, said that the brand is excited to open in Merry Hill, which is the perfect home for their new store. The location is one of the UK’s leading retail and leisure destinations, and the brand’s unique and trend-led collections of womenswear will undoubtedly appeal to Merry Hill’s visitors.

JLL and Time Retail Partners represent Merry Hill.

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  • March 31, 2023