With a resident catchment population of 9m Birmingham is ranked in the top 3 or 4 (depending on the ranking system used) of the UK’s most attractive shopping destinations. Pavilions seeks to exploit the opportunities this affords by focusing on a relatively under-developed niche opportunity in the upper middle market, currently the weakest retail offer in Birmingham city centre. This market, typified by 25+ affluent lifestyle shoppers, is less catered for than other shopper groups - even though they spend £505m a year on clothing and footwear alone and their non-food spending power sits at £2bn a year. Recent research shows Birmingham women are particularly high spenders related to national average.
Developments in Birmingham City Centre over the past few years, including the Bullring development, have transformed its shopping map, and kick-started exciting new retail and mixed use developments that meet a market need - none more so than Pavilions, a major fashion and catering destination. Further plans in the city centre retail pipeline suggest this process of growth and development will continue for many years.