Birmingham's Bullring has welcomed a new era of charity shopping with the opening of Reloved Brum Central, the first pre-loved store at the city's iconic shopping centre. The doors swung open at 10am on Monday, marking a significant milestone for Birmingham Hospice, the charity behind the venture.
New store at Grand Central
Reloved Brum Central is strategically located at Grand Central, directly above the railway station, making it a convenient stop for commuters and shoppers alike. This new outlet is a sister shop to the award-winning Reloved Brum in Harborne, which has become a beloved destination for bargain hunters and sustainable fashion enthusiasts.
The original store, also run by Birmingham Hospice, has gained a reputation for its curated selection of thousands of preloved items, an in-store café, and a dedicated community space. The new central location aims to replicate that success in a bustling retail environment surrounded by national brands.
Challenging perceptions of charity shopping
Cath D’eath, Retail Area Manager for Birmingham Hospice, expressed her excitement about the opening: “We are incredibly excited to be opening our new shop in such a prominent position in the centre of Birmingham nestled amongst so many national retailers. As with Reloved Brum in Harborne, we want to challenge the idea that charity shopping has to look a certain way. When people walk in, they will find a space that is similar to the fashion stores close by, except that every purchase from us, helps to fund the care we provide to 685 patients every day.”
This statement underscores the charity's commitment to providing a high-end shopping experience while raising crucial funds for palliative and end-of-life care across Birmingham and the surrounding areas.
A 'brilliant addition' to Bullring
Dan Murphy, Destination Director of Bullring and Grand Central, welcomed the new store with enthusiasm: “Birmingham Hospice is a brilliant addition to Bullring, bringing a fresh shopping experience with plenty of unique finds to discover. It’s also a great opportunity for our visitors to support a charity doing important work in the local community, and we’re looking forward to seeing what our visitors discover when they step through the doors.”
The store's arrival is seen as a natural fit for the shopping centre, which already hosts a mix of high-street giants and independent retailers. The pre-loved concept adds a sustainable dimension that resonates with modern consumers.
Bargains for train travellers
Ed Blackwell, manager of Reloved Brum and Project Manager of the new store, highlighted the convenience for commuters: “After the success of Reloved Brum in Harborne, we have been wanting to open a sister shop and this location at Grand Central is perfect. We are delighted to be able to offer Bullring shoppers access to beautiful pieces at affordable prices. And if you’re at Grand Central to catch a train and have a few minutes do come up and see us – you might just bag yourself a bargain.”
With its prime location above the station, the store is poised to attract a diverse clientele, from daily commuters to weekend shoppers looking for unique, budget-friendly finds.
Funding vital hospice care
Jonathan Varley, Head of Retail at Birmingham Hospice, explained the financial necessity behind the expansion: “Because we are only partly funded by the NHS, we must find £8 million this year through voluntary income to keep running. Having a visible, welcoming presence like this – our 27th shop – in a space families already visit regularly means we can reach more people and it strengthens our mission to fund expert palliative and end of life care across Birmingham and the surrounding areas.”
The opening of Reloved Brum Central is not just a retail milestone but a lifeline for the hospice, which relies heavily on community support to continue its vital work. With 27 shops now operating, Birmingham Hospice is expanding its reach and reinforcing its presence in the community.
What shoppers can expect
Inside the new store, visitors will find a carefully curated selection of preloved clothing, accessories, homeware, and more, all at affordable prices. The layout and aesthetic are designed to mirror contemporary fashion stores, ensuring a pleasant and modern shopping experience.
The store also incorporates a community-focused approach, aiming to become a destination where people can shop sustainably while contributing to a meaningful cause. Whether you're a seasoned charity shopper or new to the concept, Reloved Brum Central promises a unique retail experience that benefits both the planet and the community.
As Birmingham continues to evolve as a hub of sustainable retail, the opening of Reloved Brum Central marks a significant step forward, offering a win-win for shoppers and the charity alike.
