Danish jewellery brand Trollbeads has opened a new concession at the popular intu Merry Hill shopping centre in the West Midlands.
The 10sqm concession on the Lower Mall, which opened on November 7, is the first of its type in the UK as it is Trollbeads’ first store to be located in a shopping centre rather than a town centre.
The intu centre in Merry Hill has a catchment area of more than 2.8 million people within a 45-minute drive and an annual footfall of 22 million.
The store’s layout includes a play table, where customers can get creative and hands on with the jewellery, trying on new beads to see which ones work best alongside their existing collection.
Pam Aujla, managing director of Trollbeads UK, said of the store opening: “We are thrilled to have opened our newest concession at the Merry Hill shopping centre. The mall is a real destination shopping centre for people in the area so it offers Trollbeads plenty of potential and exposure to a new audience.
“This new store is part of our strategy to build our concessions network throughout the UK, and we hope to open further stores – both in town centres and shopping centre locations – in 2017.”
The new store at intu Merry Hill adds to a growing portfolio of branded stores in the UK, which also includes shops in York, Cambridge, Newcastle-upon-Tyne and Norwich.