now is the time this is the place Forget what you thought you knew about Birmingham and the Mailbox. Under new ownership, bold plans have taken shape that will radically transform its built environment and its identity. The ultimate luxury shopping experience is coming to the Mailbox.
Energetic. Magnetic.
a city transformed
Few cities match Birmingham’s pace of change. The transformation is particularly evident on the west side. Here, within a few minutes’ walk of the Mailbox, landmark projects including the redevelopment of New Street Station, a refurbished National Indoor Arena and the Library of Birmingham, will open their doors by 2015.
2013 Library of Birmingham opens
2014 Birmingham Airport runway extension goes live
2015 £600m New Street redevelopment complete
2015 Birmingham has attracted £1.5bn of public and private investment in three years, more than any UK city outside London Source: Business Birmingham
Resorts World Birmingham supercasino opens
2017 Construction begins on HS2 to Birmingham
the wealth of opportunity The Midlands is home to
more millionaires
The price of entry onto The Birmingham Post ‘Rich List’ rose by £10m to £95m in 2012 Their net worth rose by 13.8% to £25.8bn in 2012 Source: Birmingham Post Rich List, 2013
than anywhere outside the South East with numbers set to grow 30% by 2020
Source: Barclays Wealth UK Wealth Map
Growing trade between the West Midlands and China is driving a rapid increase in the region’s high-spending Chinese population, predicted to rise by 36% over the next 5 years Source: ONS/University of Manchester
£2.43 billion the annual retail spend in Birmingham, higher than any English city outside London Source: CACI Retail Footprint, 2010
mature
filling the luxury gap The Mailbox will be the sole sanctuary for Birmingham’s wealthiest shoppers. For the first time, their desire to combine understated luxury with an exclusive customer experience will be met in a single retail destination.
For the number of millionaires in the region, the Midlands simply doesn’t have enough luxury stores
john lewis grand central (excluding john lewis)
harvey nichols
mass market
luxury
bullring (excluding selfridges)
selfridges
South East
+26% North West
+40% Midlands
-22% Index of the number of luxury stores per 1,000 millionaires vs regional average. Source: Barclays Wealth UK Wealth Map
youthful
A significant number of loyal customers annually spend over
£50,000 in Harvey Nichols at the Mailbox, Birmingham Source: Harvey Nichols internal research
retail gravity shift The city is moving towards the Mailbox
The combined allure of John Lewis, opening at Grand Central in 2014, and the newly redeveloped Mailbox, home to the city’s only collection of luxury retailers, will realign Birmingham’s retail core.
Birmingham
cube
new street station grand central bullring john lewis
will become the only city centre outside London with a flagship Selfridges, John Lewis and Harvey Nichols, attracting more of your customers than ever before, to the heart of the city Source: Retail Market Research
your customers are our customers Whether they come to shop, work or unwind, Mailbox people are mature, self-assured and distinctive. Our kind of people are yours too. Birmingham has an affluent population of well over half a million in its catchment, placing it ahead of Leeds, Glasgow and Edinburgh. 101,000 115,000
Wealthy Executives
265,000 194,000
216,000 206,000
155,000 140,000 141,000
Birmingham
Leeds
Glasgow
560,000 in the top ACORN groups
537,000
436,000
Flourishing Families
Educated Urbanites
Source: FSP Research
Until now, these people haven’t been served well enough in Birmingham. The combined effect of our investment in the Mailbox, with an expanded Harvey Nichols store, and the arrival of John Lewis, will ensure more of them come to us more often.
“ The new John Lewis will attract many more of the Mailbox’s shoppers to the city and will help drive the focus of the city’s retailing closer to the Mailbox”
luxury in demand
Our customers, their words In focus groups, our customers told us of their hopes and expectations for the Mailbox
“ Siting luxury stores elsewhere in the city doesn’t make sense – the Mailbox is the natural place for these sorts of shops”
“ The Mailbox needs to provide a balance of more upmarket stores as the mainstream brands are elsewhere in Birmingham”
Source: Mailbox research focus groups 2011
luxury living
Birmingham currently draws an affluent audience wider than its primary catchment, to attractions such as Symphony Hall, the Hippodrome, the LG Arena, the National Indoor Arena and the Birmingham Museum & Art Gallery. The right retail offer will provide even more reasons to visit.
Finer dining More Michelin starred restaurants than any English city outside London Listed among the world’s top 20 destinations by The New York Times due to its growing culinary reputation
Higher living The 3,000 member Edgbaston Priory Club, home of the women’s Wimbledon warm up tournament Royal Leamington Spa Polo Club, Southam, set in 600 acres of idyllic Warwickshire countryside Stratford-upon-Avon, home of the Royal Shakespeare Theatre
After London and the South East, the Midlands has the UK’s highest number of luxury car dealerships...
luxury marques
and sales that outpace Greater Manchester. A total of 115 Aston Martin, Bentley, Ferrari, Lamborghini and Maserati cars were registered in the West Midlands in 2012. This compares to just 48 in Greater Manchester.
West Midlands
West Midlands
West Midlands
25
47
19
Gr Manchester
Gr Manchester
Gr Manchester
11
22
7
Source: Society of Motor Manufacturers and Traders (SMMT)
West Midlands Total
Greater Manchester Total
115
48
new vision unique proposition Award-winning architects Stanton Williams will take the transformation of the Mailbox from concept to reality
Stimulating. Inviting. Compelling. A radical transformation of the built environment and a remodelling of the tenant mix is shaping a new future for the Mailbox. The addition of a roof will create a spectacular Urban Room, where light fills an elegant and refined space. Expressive, opulent and designed for fashion retailing, the Urban Room will form the centrepiece of the customer experience.
Doubled in size, our new store will be the heart of the Mailbox Joseph Wan, CEO Harvey Nichols
“We firmly believe our participation in this redevelopment will underline our commitment to Birmingham and its shoppers. It is a testimony to our success in the city as well as the success of the city itself. The new store will enable us to greatly expand for our customers the best of Fashion, Beauty, Accessories and Food and to continue bringing them the very best in luxury and service well into the future.� Joseph Wan
a new brand of customer experience
The ultimate, personalised retail experience will give the Mailbox an exclusive point of difference
Driven by technology, delivered in person Leading edge technology will drive real-time customer interaction, before, during and after visits. Our loyal and high spending customers will receive the recognition they deserve, a tailored service delivered at scale. Intimate customer understanding will recognise and reward spend with contextual communications and tailored promotions. Rich, real-time customer data will be shared exclusively with our retail partners, allowing you to deliver highly targeted communications.
To express your interest and discuss the possibilities, please contact: Melanie Taylor Head of Leasing, Milligan direct 0207 297 4302 mobile 07747 101 607
now is the time A limited collection of retail spaces are now available for brands recognising the unique opportunity afforded by the new Mailbox.
Gavin Rowlands Director, Nash Bond direct 0207 290 4563 mobile 07960 960 450 growlands@nashbond.co.uk Richard Scott
New owners Brockton Capital and Milligan have created the vision and committed the resources to make it a reality. Committed retail partners
Director, Nash Bond direct 020 7290 4578 mobile 07900 192 739 rscott@nashbond.co.uk Nash Bond 7 Portman Mews South London W1H 6AY tel 020 7290 4555 nashbond.co.uk