A London fashion brand inspired by street style, social media and pop culture is to launch a branch at the Metrocentre in February.
Womenswear company Vanilla will be bringing north its two labels, showcasing its trademark sense of fun and style, when its store opens its doors at the Gateshead shopping centre. The labels Blue Vanilla and - aimed at younger tendsetters - Pink Vanilla are set to boost the current mix of fashion outlets there which include Zara, River Island and Next.
Vanilla will open nearby, in the former home of JD Sports in the Metrocentre's upper Red Mall and opposite Footlocker. And the company sees the Gateshead centre as the perfect site for the clothing range.
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Its head of retail stores Michelle Burns said: "We have been very selective when searching for the ideal location to launch our next 'Vanilla Flagship' store and Metrocentre, with its impressive array of retail names and strong experiential offering, is the perfect destination for us."
She said the store will be the seventh, continuing the company's drive to deliver trend-led but affordable options for females of all ages. She added: “We have built up a strong reputation with our Blue Vanilla and Pink Vanilla brands through e-commerce and strong sales through our concessions."
Blue Vanilla offers outfits for a variety of occasions ranging from casual day looks to glamorous dresses along with co-ordinates and accessories. Pink Vanilla targets 14 to 24-year-olds, with an array of fashionable choices inspired by street wear, pop culture and social media.
A specific day has yet to be announced for February's launch but Ben Cox, of Sovereign Centros which runs the centre, said the new Vanilla will be kick-starting the year at Metrocentre and there will be more news to follow. He said that in addition to 2022's openings, which included international brands such as Harrods Beauty, Jo Malone and Hobbs, the past year has seen major refurbishments and upgrades at high street favourites such as JD, H&M and Schuh.
And he added: "This level of investment is set to continue with a number of large-scale developments and major expansions already confirmed for 2023." For more about what's currently on offer at the Metrocentre see here.
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