Hammerson branches out to pop-up retail with Appear Here tie-up

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Independent retailers now have a chance to conduct business in some the UK’s biggest shopping centres thanks to a new tie-up between Hammerson and Appear Here.

Launching at Hammerson’s Bullring shopping centre in Birmingham, Up Market is a crowdsourcing initiative offering pop-up retail space to a rotating line-up of independent retailers and/or artisans in partnership with Appear Here, the “Airbnb of retail”.

As part of the three year agreement, Appear Here will curate commercial mall space across Hammerson’s leading UK shopping centre portfolio.

Just for this year alone, three additional Up Markets to the Bullring one are planned, including London’s Brent Cross centre, Bristol’s Cabot Circus and Leeds’ Victoria Quarter.

Each Up Market will run for a minimum of eight weeks, providing local entrepreneurs with the opportunity to trial their business in a large-scale retail environment where they can benefit from high footfall and “standing start”.

The independent retailers can rent space for as little as £300 per week.

“We are delighted to announce the launch of Up Market at Bullring, one of the UK’s most iconic retail destinations,” Hammerson UK commercial director Iain Mitchell said.

“This initiative will shine a spotlight on the UK’s most exciting and innovative retail talent, providing unknown artisan brands with an unparalleled opportunity to engage with millions of customers on a national scale.

“Rotating the mix of emerging independents will also ensure that our portfolio of leading retail destinations continue to offer personalised experiences, enhancing the customer offer.”

Appear Here chief executive Ross Bailey said: “Up Market gives young brands a chance to build brand awareness, test their concept and meet local customers face to face in a prime retail destination. While also giving shoppers the chance to discover new brands.”

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