The Bullring shopping centre in Birmingham has sparked debate among shoppers after teasing potential new stores for its vacant units, with the suggestion of fast-fashion giant Shein drawing significant backlash.
The shopping centre shared images on Instagram of the former Lacoste unit, featuring mock-ups of six possible brands: Stradivarius, Gymshark, Lounge, Shein, Brandy Melville, and Abercrombie and Fitch. The post asked followers which shops they would like to see, but the response was divided.
Shein proposal faces fierce opposition
Many commenters expressed strong disapproval of Shein, citing concerns over the brand's environmental impact and ethical practices. User WhatTejalWears wrote: "I would boycott the Bullring if Shein ever opened there, I barely visit as it is!" Sandrine Pixels added: "Shein absolutely not." Georgia Patterson commented: "Don't even dream of putting a SHEIN shop in the Bullring," while Tasha Kimberley said: "Shein? Are you literally kidding?"
In contrast, other options received more positive feedback. Stradivarius, a fashion brand owned by Inditex, was widely welcomed, with many shoppers hoping for its arrival. Gymshark, a Midlands-based leisurewear brand, also garnered support.
Stradivarius rumours persist
Rumours have circulated that Stradivarius is close to opening in Birmingham, following a recruitment drive last year. Some speculated it would occupy the former Zara Women and Kids unit near the Rotunda. However, Bullring owner Hammerson told BirminghamLive that it has never confirmed the opening of Stradivarius and no updates have been shared since.
Despite this, the unit shows as 'let' on Hammerson's Bullring floor plan, suggesting a new occupant is planned. The Rotunda is currently undergoing repairs, with scaffolding above the empty unit.
Broader context of retail changes
The Bullring's proposal comes amid a wave of closures in Birmingham's retail and hospitality sectors. In the 33 days following a chef's 'avalanche' warning, nine food and drink venues closed in the city. The Bullring itself has seen several store vacancies, including the former Lacoste space.
The centre's Instagram post reflects efforts to revitalise its offering, but the strong reaction to Shein highlights growing consumer awareness around fast fashion's environmental footprint. According to the Ellen MacArthur Foundation, the fashion industry produces 10% of global carbon emissions, with fast fashion contributing significantly to waste and pollution.
Shoppers continue to voice their opinions on social media, and it remains to be seen whether the Bullring will proceed with any of the suggested brands. Hammerson has not commented on the Instagram campaign or the potential for Shein to open.
