Hammerson, owner of Bullring and Grand Central, has confirmed that Edikted, a fashion brand popular in Los Angeles, will open its second UK store at Bullring this autumn. The announcement follows a month after recruitment for the new store began.
Edikted to open at Bullring this autumn
At the beginning of August, it was reported that Edikted would be coming to Birmingham after recruitment for new staff started. Now Hammerson has confirmed that Bullring will be the new home of the brand in Birmingham, with the store opening this autumn.
Edikted describes itself as 'a Gen-Z-orientated online fashion brand' that is 'heavily influenced by pop culture, technology, and style'. The brand sells streetwear items including casual tops, jeans and hoodies. Its best-sellers include a £23 Edikted logo T-shirt and a pair of £44 wide leg 'basic girl' joggers.
Second UK store after Carnaby Street launch
Edikted has its headquarters in Los Angeles and operates stores in LA and New York. It opened its first UK store on Carnaby Street in London earlier this year. The Bullring branch will be its second shop in Britain following the launch of its flagship.
Lauren Wellman, leasing manager at Hammerson, said: "We are delighted to be welcoming Edikted to Bullring, a brand we are sure will be a firm customer favourite. Edikted has quickly built a distinctive identity with a highly engaged young customer base, and its arrival will add something fresh and exciting to our fashion mix. This signing is another clear vote of confidence in Bullring as a destination for fast-growing international brands looking to reach new audiences in one of the UK’s most important city centres."
Other upcoming openings at Bullring and Grand Central
Other new brands soon to come to Bullring and Grand Central include Korean street food brand Bunsik, which will replace Shokupan above the train station, and Ready, Steady, Bake It, a new baking experience near Toca Social on Link Street. A new kiosk has been added outside Coach on the upper level of the Bullring where jewellery brand Gioia will be selling its items. Meanwhile, H&M and Nando's are both closed for refurbishment in the Bullring.
