Intu is set to debut a store dedicated to online retailers at the Lakeside shopping centre in June. The 8,500 sq.ft. space includes a catwalk, a selfie mirror, a DJ booth and a styling service, aiming to offer pureplay online fashion businesses a chance to attract and interact with customers in person. Brands taking part include Whyte Studio and Gina Bacconi. Intu will oversee the store fit-out, staffing and the experiential facilities.
Rebecca Ryman, customer performance director, Intu said: “This is a great and unique way for disruptive fashion brands to expand into bricks and mortar at minimal risk while also delivering key elements of our strategy to sharpen our focus on our customers and transform our centres. We will help these brands to curate their trading areas, while also creating an amazing experience for visitors.”
As widely reported, Intu, in common with other shopping centre owners, has taken a pounding from the recent rash of CVAs and store closures, as well as rent renegotiations with established tenants. This move aims to attract a new wave of retailers who might not yet consider becoming permanent tenants but are happy to test shorter term and pop-up opportunities, whilst also serving to fill vacant space and provide a new attraction for visitors to the shopping centre.
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