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Base expands with first Midlands store

Independent childrenswear retailer Base is to open its first store outside the South East of the UK, with a branch in Grand Central in Birmingham.

The retailer, which caters to boys and girls aged 0-16, has taken a 325 sq  (3,500 sq ft) unit in the Hammerson-owned centre. The store will be designed by an in-house team at Base, and will stock a range of international fashion labels.

The Birmingham store will be the seventh physical store opened by Base.

“Our first steps outside of the South East have been highly anticipated, and we spent a great deal of thought on where the best location for Base would be as we expand. Birmingham is the second-largest city in the UK, and with its affluent customer base and huge footfall associated with Birmingham New Street station, Grand Central was the obvious choice and the ideal destination to launch Base outside of the South East,” says Base managing director Marc Granditer.

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