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intu Merry Hill welcomes new women’s fashion store

Women's fashion brand Apricot has opened the doors to its first West Midlands store at intu Merry Hill

intu Merry Hill has announced the opening of a new women’s fashion brand. The new Apricot store joins 74% of retailers at the centre who have already reopened, following the easing of Coronavirus lockdown measures.

Apricot, a British, independent brand has opened the doors to its first West Midlands store at intu Merry Hill. With a space spanning more than 2500 sq. ft, the new store will bring 10 new jobs and will enhance the centre’s female fashion offering.

Apricot’s ethos is all about making fashion accessible, with well-made staples and trend-led fashion pieces featuring playful prints and bold pops of colour, their range is designed in London but takes inspiration from global travel and cultures.

Having launched in 2007, Apricot now operates 15 stores and 400 concessions in the UK, and prides itself on delivering high quality clothing at affordable prices.

Apricot is the latest of more than 20 new and improved retailers to arrive at the centre in the past 12 months, with the list including luxury retailer Flannels, top fashion brand Mango, and popular outdoor clothing and equipment outlet Mountain Warehouse, all of which are now open.

Rachael Jackson, general manager at intu Merry Hill said: “We are excited to be welcoming back more of our visitors each week – both familiar faces and some new ones. Our new Apricot store gives them another reason to visit us.

“We’re doing everything we can to ensure that the centre is a safe place for people to visit. The social distancing measures in place throughout the centre mean the shopping experience is a little different to before, but our visitors will get the usual warm welcome they’ve come to expect. We’re following official guidelines and asking everyone to do their part too.”

Sophia Ciampa, managing director of Apricot, said: “intu Merry Hill stands out as a fantastic retail destination and a popular location with shoppers in the region. We can’t think of a more perfect setting for our first store in the West Midlands, which will complement the centre’s already-strong fashion line-up.

“We’re looking forward to welcoming customers into the new store and are confident that we can offer a safe environment for them to find the perfect outfits for every occasion. In line with the latest social distancing guidance, we’ll be limiting the number of people in the store, and we’ll provide hand sanitizer to both staff and customers.”