In a significant boost for Birmingham's retail scene, popular clothing brand White Stuff has confirmed its return to the city centre over a year after closing its previous store.
A Welcome Comeback for Shoppers
Known for its bold, floral prints and Alpine-inspired knitwear, White Stuff is set to open a new branch within the Grand Central shopping centre, located above New Street station. The brand has already erected branded hoarding on a previously empty unit, signalling its imminent arrival.
This new store will be situated next to the MAC cosmetics shop, taking over the space that was once occupied by its sister brand, Hobbs. White Stuff, like Hobbs, is part of the TFG London retail group, which also opened new Phase Eight and Hobbs branches in Grand Central back in April.
Filling the Void Left by Closures
The return will be warmly welcomed by local shoppers. The original White Stuff store in the city centre closed in January 2024, forcing customers to travel to its branches in Longbridge or Solihull for an in-person shopping experience.
This opening also represents positive news for Grand Central itself, which has faced a series of high-profile departures in the last year. The shopping centre has lost tenants including Costa Coffee, Giraffe, Joules, and Cath Kidston.
Part of a Grand Central Revival
White Stuff is not the only new name heading to the ten-year-old shopping destination. It will be joined by Black Sheep Coffee and noodle restaurant Tonkotsu, providing a much-needed boost for 2026.
Other recent arrivals that have already opened their doors in Grand Central this year include Pizza Pilgrims and Sostrene Grene.
While these new openings are a positive step, a number of empty units remain within the centre. A major question mark still hangs over the vast former John Lewis unit. It was announced over a year ago that it would be transformed into 'The Drum', a 40,000sq ft hospitality space, but there have been no recent updates on when this project will be delivered.
A spokesperson for White Stuff told BirminghamLive that while a confirmed opening date is not yet available, the company intends to announce it on their social media channels soon.
