Birmingham Hospice has opened a new branch of its award-winning Reloved Brum boutique inside Grand Central, directly above Birmingham New Street station. The shop offers a curated selection of second-hand goods, including designer items at a fraction of their retail price. A pair of Valentino Rockstud heels, which typically retail for around £910, are on sale for £180.
A New Addition to Grand Central
The new store, named Reloved Brum Central, occupies a compact unit in the shopping centre, which has seen reduced footfall since the departure of John Lewis. The space is organised to maximise its limited size, with special finds displayed in cabinets, mannequins dressed to inspire, and clothing rails arranged in a rainbow spectrum of colours.
Unlike traditional charity shops, Reloved Brum focuses on a deliberately curated feel. Items are arranged by style or "vibes" rather than by category, helping shoppers find pieces that match their personal taste. The Harborne branch of Reloved Brum was previously named the best charity shop in the UK, and the new city-centre location aims to replicate that success.
Designer Bargains and High Street Finds
The shop features a mix of designer and high street items. Alongside the Valentino heels, a pair of men's Gucci loafers, estimated to be worth around £750 new, are priced at £75. Shoppers can also find shoes from Next, Irregular Choice items at £22, and accessories from various brands.
Kirsty Bosley, a features writer who visited the store, described the selection as "a rainbow pop of joy and excitement." She noted that the shop's layout encourages browsing, with sections dedicated to shoes, handbags, and jewellery.
Supporting a Vital Cause
Birmingham Hospice provides care for an average of 670 people per day. The charity relies on income from its shops to fund services, including bereavement support sessions that cost approximately £59 per family. Proceeds from Reloved Brum Central will go directly towards these services.
The opening was marked by volunteers Emily Lawton and Ciara Flynn welcoming customers. The shop is located in the area of Grand Central where Karen's Diner and the Kitty Cafe previously operated, offering a new reason for visitors to explore that part of the centre.
For those looking to support the charity, donations of clothing and other items are welcome at the shop. The new Reloved Brum Central is open during Grand Central's regular shopping hours, providing an accessible location for both commuters and city-centre visitors.
