Peloton heads into Hammerson’s Bullring

Hammerson is pleased to announce that its flagship destination Bullring is welcoming two new brands to its line-up. Internationally renowned luxury life and style brand Kate Spade New York launched its new store at the destination on 14 August, while global interactive fitness platform Peloton will be opening its first West Midlands showroom later this month.

Global interactive fitness platform Peloton’s new 1,700 sq ft showroom will be located on the upper level, close to Zara. The new location will provide consumers with the chance to experience the Peloton Bike, with a personalised walk through. Peloton brings the energy and benefits of studio-style workouts to the convenience and comfort of home.

With thousands of live and on-demand classes, taught by a roster of elite instructors, Peloton delivers real-time motivation and curated playlists from the world’s best artists. In the UK, the brand’s immersive content is accessible through the Peloton Bike and the Peloton App, which provides a full slate of fitness offerings, wherever you are. Bullring & Grand Central was identified as a key location for the brand outside of London and forms part of Peloton’s expansion plans in the UK.

Kate Spade’s new 1,500 sq ft store is located on the upper level adjacent to Selfridges, and is one of only a handful of standalone locations for the brand in the UK. Kate Spade New York’s collection of optimistic and feminine lifestyle accessories, including the brand’s iconic handbags, attire, shoes, jewellery, homeware, and tech accessories, are all stocked at the store.

Iain Mitchell, UK Commercial Director at Hammerson, added: ”Today’s announcement really highlights the continued popularity of destinations like Bullring and Grand Central, to both brands and customers.  While the retail sector is undoubtedly challenging at the moment, it’s clear that the strongest locations remain in demand, and that brands with a unique offer, like Kate Spade and Peloton, can still succeed.”

Martyn Clark, International Director of Real Estate Development for Peloton, added: “Bullring & Grand Central stood out as a key location for our first showroom opening in the West Midlands, and we look forward to introducing more people to the Peloton brand.”

The safety and wellbeing of its customers, colleagues and retailers is Bullring’s number one priority and it has introduced a range of measures to keep people safe. These include a one way system, fixed hand sanitiser stations, and clear signage to remind shoppers of the need to social distance. Both Kate Spade and Peloton will also be introducing their own safety measures, in line with the latest guidance from the Government.