Bluewater Shopping Centre in Kent has become one of the most successful retail complexes in the UK, with units in high demand.The popularity of the centre has become so great that a growing number of overseas brands have examined the possibility of taking up space; the latest of which is premium cards and stationery retailer Jolie Papier.
The retailer’s 1,800 sq ft store on the upper Rose Gallery marks its first foray into the UK market, in which it stocks its full range of wrapping paper, stationery and gifts. It is owned by the US based Schurman Retail Group, which acquired Clinton Cards after it entered administration in 2012 and thus has a strong insight into the industry within the UK – this has been played upon in the store’s initial marketing campaign, in which it offers “a new and exciting experience which will revolutionise personal expression retailing.”
Jolie Papier is by no means the only international retailer set to make a splash at Bluewater, as brands such as Victoria’s Secret, Pink and Five Guys have all taken up units within the past three months. This has added a further element of competition to the shopping centre, with several of the brands now found inside exclusive to Bluewater in the UK and thus drawing increasing numbers of consumers keen to take advantage of the variety available.
Head of retail leasing at Lend Lease, Guy Thomas, says; “The opening of Jolie Papier adds another great international brand who have chosen to recently open at Bluewater.”
In part, this boom in overseas-based brand interest has contributed hugely to the recent success of Bluewater, which this week announced the results of one of its strongest months for sales on record. During April, total sales made within the centre increased by 7.3 per cent compared to the same period last year – a particularly impressive result given that many retailers nationwide suffered from the late timing of Easter.
Jolie Papier may be just one of the exciting new retailers adding to the variety at Bluewater, but the fact that a highly successful brand chose the centre for its first venture into the UK retail industry speaks volumes for its reputation as a strong player internationally. Hopefully, the Bluewater store will give Jolie Papier the impetus to expand further into the UK market, creating employment opportunities and bringing some much-needed diversity into a sector which suffered greatly during the recession.
Why do you think retailers are attracted to Bluewater as a first port of call within the UK rather than, for example, the larger Arndale Centre in Manchester – is it a case of high footfall, or is it due to its location in the wealthy South East of the country?
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