Swarovski returns to Merry Hill

Swarovski is set to make its return to Merry Hill, opening a standalone boutique within the West Midlands scheme for the first time.

The 2,150 sq ft store will sit between fellow jewellery brands Goldsmiths and Beaverbrooks on the Dudley scheme’s Upper Mall, and will add to the destination’s line-up of watch and jewellery brands, joining the likes of Rolex, TAG Heuer and Pandora.

Swarovski at Merry Hill will offer the brand’s full range of jewellery collections, including earrings, necklaces, bracelets, and rings, alongside an array of accessories. The store will feature the retailer’s latest shop design, with metallic finishes and fluted glass complemented by chrome and silk accents.

Alistair Winning, asset manager at Sovereign Centros from CBRE, said: “Swarovski is a household name with a distinctive approach to jewellery, which makes it a brand that we know our visitors will enjoy shopping at Merry Hill. The fact they are returning to the centre with a standalone boutique is also a clear indication of the destination’s sustained, strong performance over the past few years, and our proactive approach to securing best-in-class brands. They fit the location perfectly, surrounded by premium jewellery and fashion brands, and will make a great addition to Merry Hill’s retail offer when they launch in the coming months.”

The announcement comes as Accessorize, which turns 40 this year, has also committed to a unit at Merry Hill. The fashion, gifts, and accessories brand has taken a 1,069 sq ft store opposite Lush on the Lower Mall, and like Swarovski is making its return to Merry Hill.

Last year, the scheme completed over 330,000 sq ft of leasing deals.

JLL, Time Retail Partners, and Font Real Estate represent Merry Hill.