London-based womenswear brand, Vanilla, is set to open its doors at Metrocentre this February with a new store located in the former JD Sports unit in upper Red Mall, opposite Footlocker and close to other popular fashion retailers. It will house the brand’s two labels: Blue Vanilla and Pink Vanilla.
“We have been very selective when searching for the ideal location to launch our next Vanilla Flagship store and Metrocentre, with its impressive array of retail names and strong experiential offering, is the perfect destination for us” said Michelle Burns, head of retail stores at Vanilla.
“We have built up a strong reputation with our Blue Vanilla and Pink Vanilla brands through E-commerce and strong sales through our concessions. We wanted to continue to deliver trend-led, yet affordable options for females of all ages, and we are very excited to be opening our seventh store at the Metrocentre.
Ben Cox of Sovereign Centros, said: “2022 saw a raft of new openings with international brands such as Harrods beauty, Jo Malone and Hobbs opening at the centre. This was complemented by a series of major refurbishments and upsizes from high street favourites such as JD, H&M and Schuh. This level of investment is set to continue with a number of large-scale developments and major expansions already confirmed for 2023.
“We’re proud to be kickstarting the year with the Vanilla store opening and look forward to a successful launch for the brand. The introduction of Vanilla gives our shoppers further choice on womenswear and is likely to be popular amongst Metrocentre shoppers.”
Vanilla is the latest addition to the centre’s range of fashion brands, which also includes Zara, River Island and Next.
