Footasylum steps into upsized store at Merry Hill

Footasylum has opened the doors to its upsized store at Merry Hill, tripling its footprint at the Dudley shopping centre.

The streetwear retailer has combined its existing unit with an adjacent space to increase its presence from 3,000 sq ft to 10,000 sq ft.

The store introduces a number of new features, including a mobile payment system to speed up checkout time, new digital screens, and a refreshed fit-out.

Footasylum at Merry Hill also offers a greater range of products across all categories, including the addition of womenswear from brands like Nike and Adidas, as well as exclusive labels such as Forena and Dripmade.

Footasylum looks to further diversify Merry Hill’s sports and athleisure offer, joining established retailers such as Shoezone, which recently renewed at the scheme.

Alistair Winning, asset manager at Sovereign Centros from CBRE, on behalf of Merry Hill, said: “Merry Hill is a centre where brands not only succeed, but thrive, exemplified by the expansion of Footasylum. This year we have driven record levels of brand investment, with Footasylum now sitting amongst dozens of leading names that have both committed and recommitted to the destination, demonstrating Merry Hill’s transformation and catchment strength.”

Footasylum’s upsizing follows the recent openings of XF Gym and Harvey Norman, with both brands having made their national debuts in the former Debenhams unit in autumn.