The Royal Quays shopping centre is hoping to introduce more independent retailers - including first time start-ups - as part of a new scheme to draw in shoppers.
By the end of May, the centre is planning to launch a "marketplace" hosting up to 17 stalls of between 100 sqft and 200 sqft in one of its vacant units, where work is due to start on a conversion.
Manager Matt Dawson has devised the scheme and says he has already received significant interest from potential stallholders, with a handful confirmed as tenants, and he welcomes other enquiries from budding and established small retailers with interesting pitches.
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Prospective sellers will be vetted by the Royal Quays team to make sure they are a good fit for the centre and to ensure there is diversity between stalls.
Mr Dawson said: "I want to bring as much variation to the centre as possible. For me, it's about creating that destination. I want people to come here to get their haircut, their nails done, or visit the green grocers.
"The high street brands are either set in their ways or staying in the same location. This is a concept that gives more independents the chance to start off smaller and simplify the process for them. For example, we're going to roll all the bills together so they only have to worry about one bill.
"It'll also give them the opportunity down the line, if they outgrow the stall, to expand - either in the centre or elsewhere nearby. "
Mr Dawson, who has been at Royal Quays for one and a half years and has reduced the number of empty units in that time, says that he wants to provide as many shops as possible but that the outlet format is waning and Covid has sped up that trend.
He says units are becoming harder to fill with high street names, and Royal Quays - which now has a 92% occupancy rate - has innovated to bring in more non-retail occupiers who can provide experiences for visitors.
For example, the centre's Black Storm Brewery Tap Room and Arcade Warehouse, where punters pay a door fee to access £500,000 worth of games machines within a two-hour slot.
He said: "It's sort of hybrid. I don't think there are any other outlets out there that have welcomed independents like this. Royal Quays was among the first of the outlet concepts and since then there have been many - especially outside of towns and cities - which have learned and adapted. Royal Quays is more of a shopping centre now."
"I've been trying to change the concept of Royal Quays Outlet into what is Royal Quays Outlet and Independent Centre. I've brought in quite a few independents and because of what people have gone through during Covid, I genuinely believe there's a lot more to be had from independents and start-ups.
"Previously, with the 1,000 sqft units we had we could only facilitate a slightly larger independent with more stock. For some they could be quite costly and still too big for a lot of start-ups.
"This idea is about taking one of those larger units and turning it into a market, similar to concepts such as the Grainger Market where each stall has their own secure premises.
"We've got the brewery, the arcade and the play cafe - they are all things that ultimately make a day out, and more than an hour's shopping. It's about making it as varied and as enjoyable as possible for customers. Within families, one person might want to visit the arcade while someone else might want to shop.
"Considering the impact of Covid, we've come out of the other side really well. In fact, we're probably one of the only centres to come out of Covid in better shape than we went in."
The concept has earned praised from North East retail consultant Graham Soult who says it could help Royal Quays develop its own pipeline of tenants.
He said: "The "big names" that used to fill up shopping centres simply don't exist any more (or they already trade from most of the locations where they want to be), so it makes perfect sense to enable and nurture your own funnel of new retail talent.
"Some of the new tenants may trade as part of the market in the long term; some may end up moving to occupy units in surrounding towns; and at least some will likely take their own units at Royal Quays Outlet and Independent Centre in the future.
"Some may also decide after a while that retail, or the particular business they are operating, is not for them - but much better to do that in an affordable and flexible environment than somewhere where you're tied into a long lease."
