3DReid's proposal for the remodelled Primark/ex-BHS building

Interesting retail things always seem to happen on Tyneside while I’m on holiday! This time, I returned from Slovenia yesterday – hence the lack of recent blog posts – to find that the planning application for Newcastle’s new Primark flagship has been submitted while I’ve been away.

While the news of Primark’s expansion has been known since the adjacent BHS store began closing down in January, the planning application is significant in revealing for the first time the shape, size and appearance of the proposed store.

A more detailed trawl through the application’s 52 accompanying documents will have to wait until I’ve caught up with my post-holiday tasks, but we now know that the store will be huge – with 10,650 sqm (114,636 sq ft) of retail floorspace – and that it will involve a radical remodelling, above, of the property’s frontages to both Northumberland Road and Northumberland Street. The Evening Chronicle’s coverage of the story suggests that 200 new part-time jobs will be created as a result of the expansion.

...and how it looked before (7 Mar 2010)

Judging by the comments at SkyscraperCity, reaction to 3DReid’s radical redesign seems mixed, with some forum members – not entirely unjustly – likening the new look to that of an east European department store. To be fair, the slightly grainy quality of the renders makes it difficult to draw firm conclusions, but there’s little doubt in my mind that almost anything would be an improvement on what’s currently there. The introduction of much more glazing and what looks like an elaborate lighting scheme are particularly welcome in enlivening what has, to date, always been a blank and unforgiving façade.

How the new BHS will look. Image by Dalziel & Pow

With Primark’s proposals coming hot on the heels of BHS’s plans for an equally radical reworking of the adjacent former Next store, above, 2011 is certainly shaping up to be a significant year for Newcastle city centre retail. Readers, journalists and visitors to Newcastle often ask me to summarise what’s currently happening in the city centre, so here, by way of reminder, are the key developments that any Newcastle retail watcher should include within their itinerary.

Northumberland Street

Cotswold, Northumberland Street, Newcastle (14 Mar 2011)

• At the top end of Northumberland Street, opposite M&S, preparatory work is underway on Newcastle’s new Primark, expanding the chain’s existing store (in a former C&A unit) into the vacated BHS site.
• Next door, the former Next is being transformed into a four-storey, new-concept BHS. Plans for a bold new frontage are still yet to be approved, but Arcadia Group says that the store is expected to open by the end of the year.
• Further down the street, Clas Ohlson’s twelfth UK store is set to open next month, covering 20,333 sq ft of retail space on the site of the former Collectables store.
• Elsewhere in the street, the new Peacocks, Cotswold Outdoor and Currys/PC World stores – all opened during 2010 – are among those chains’ most impressive high-street shops, and are all worth a visit.

Grainger Town

Hotel Chocolat, Blackett Street, Newcastle (12 Jan 2011)

Around and south of Grey’s Monument, the potential loss of TJ Hughes – currently in closing-down mode – is undoubtedly a worry, but there are plenty of other signs that the area is bouncing back after several years of high vacancy rates:

• Big upcoming arrivals are the three-storey Urban Outfitters on the former Green Market site, and a new Calvin Klein Underwear shop in the former Kurt Geiger next door.
• Meanwhile, the fabulous Hotel Chocolat in Blackett Street, H&M in Grey Street and Jaeger London in Grainger Street are among the recent arrivals that have helped to improve the retail offer in the southern part of the city centre.
• As far as specialist retail is concerned, the Market Street area seems to have established itself as Newcastle’s ‘outdoor retail’ focus, with the long-established Tiso recently joined by Blacks and the well-regarded independent Start Cycles. Over the road, investments in the Grainger Market also seem to be paying off as a wealth of creative independents – such as the delightful foodie store Mmm… – build on the Market’s fresh-food heritage to create a truly modern and inspiring retail experience.

Eldon Square

Eldon Square extension (16 Feb 2010)

The opening of Eldon Square’s St Andrew’s Way extension eighteen months ago is arguably the impetus for all else that’s currently happening in the city centre, both in terms of freeing up space elsewhere and in prompting other retailers to up their game:

• The Debenhams-anchored St Andrew’s Way is universally impressive, with almost all the retailers there having created modern and innovative frontages, store environments or both. All Saints’ double-height window of sewing machines always catches the eye, while Hollister has given Newcastle an instore experience that is completely on-brand, appeals to all the senses (sight, smell, touch…), and is unlike anything else currently in the city.
• Among the units freed up by those retailers now in St Andrew’s Way, the recently opened Next has transformed the old Arcadia space into a store that is unrecognisable – inside and out – from what it used to be. Elsewhere, Kurt Geiger, Foot Locker and Barratts have all created new, eyecatching stores within the older parts of the shopping centre, replacing their older and smaller shops elsewhere.

That’s my snapshot of some of the current and recent interesting happenings in Newcastle city centre, but do feel free, as always, to add your own highlights using the comments form below!

Trinity Leeds logo (21 Jan 2011)

During my recent visit to Leeds city centre, one of the most visible retail developments was the ongoing construction work for Trinity Leeds, with cranes towering over the adjacent 18th century church that gives the new shopping scheme its name.

After a one-year hiatus caused by the economic downturn, work on Trinity Leeds recommenced last summer, and the development is due to open in spring 2013.

Cranes over the Holy Trinity Church, Leeds (21 Jan 2011)

For the most part, Trinity Leeds’ anchors seem to be revamped versions of stores that already exist on site, including M&S, Boots, BHS and H&M. However, it promises to bring some ‘wow factor’ to the currently dreary pedestrian routes around Albion Street, as well as making space, Eldon Square-style, for the obligatory Apple Store, Hollister and Superdry among its 120 shops.

Arguably the project’s most welcome feature is that it includes a full revamp of the existing Leeds Shopping Plaza, aiming to transform a shopping centre that is currently dated and cheerless.

Existing Leeds Shopping Plaza (21 Jan 2011)

Though building work is still at a very early stage, colourful hoardings around the edges of the site – bordered by Briggate, Boar Lane, Lower Basinghall Street and Commercial Street – bear the Trinity Leeds logo and the message “Your retail soulmate is coming”, ensuring that there’s no excuse for not knowing what’s happening.

Trinity Leeds hoarding, Leeds (21 Jan 2011)

However, I was amused to overhear one passerby asking her friend “What’s Soulmate?” – a gentle reminder, perhaps, that marketing slogans may sometimes be too oblique for their own good.

No missing the fact that Peacocks is coming... (20 May 2010)

The opening of St Andrew’s Way back in February – and Hollister, belatedly, in April – may have been this year’s biggest retail events in Newcastle, but, three months on, there continue to be interesting and significant developments in fashion retail elsewhere in the city centre.

At Monument Mall, work is now well underway on the new Peacocks store, occupying the three-storey, 17,000 sq ft unit that formerly housed Zavvi, the Virgin Megastore, and before that Woolworths.

You can’t see anything happening inside from the ground floor of the Mall, or from Northumberland Street, as both frontages are boarded off. Rather, one of the most noticable things is that the Mall smells different to usual – of paint and wood, rather than Millies Cookies!

Northumberland Street frontage of new Peacocks store (20 May 2010)

However, go up or down a level and you can see right into the shop – shiny white tiled floors, escalators and stairs are all visible, with work looking well progressed ahead of the reported opening on 1 July. I’d have taken some pictures closer up, but there will still men in there working at 5:30, and I didn’t fancy being accosted for taking illicit snaps…

New Peacocks store from basement level of Monument Mall (20 May 2010)

Across town on the corner of Newgate Street and Blackett Street, work has also started on redeveloping the recently vacated Arcadia space into a new Next store, which – at 55,000 sq ft – will be one of the fashion retailer’s largest stores in Britain when it opens early in 2011.

Site of new Next store in Newcastle (16 May 2010)

...and the same view back in January

Again, there’s not a great deal to see yet, but the Topman and Topshop signs have been taken down, the site screened off, and some mysterious holes punched into the brick façade facing Newgate Street.

As far as I’m aware, there’s no further news on which retailer might replace Next’s current shop on Northumberland Street, but there’s still plenty of time for details to emerge. One sure thing is that we’re likely to be seeing Newcastle’s fashion retailers playing musical shops for some time yet, as new units are carved out and existing ones freed up.

Promo shot for Hollister's spring collection

Eldon Square’s new Apple Store may have attracted the most buzz at the opening of St Andrew’s Way back in February, but it’s Hollister that’s still dominating traffic to Soult’s Retail View, ahead of its opening on 15 April. 

Since the store’s imminent arrival was announced barely three months ago, an incredible 1,755 visitors have reached this blog after Googling ‘hollister newcastle’, closely followed by ‘hollister eldon square’ (324), ‘hollister newcastle opening’ (139) and ‘hollister in newcastle’ (117).

Echoing what I wrote in a previous post, I suspect – based on the imagery being used to promote the retailer’s spring collection – that I am neither young enough nor glamorous enough to be part of Hollister’s target market. However, I’ll certainly be curious to drop by when the store opens – on 15 April – to see what all the fuss is about, assuming of course that I can get through all the crowds. The fact that the Hollister Newcastle Facebook fan page already has 431 fans signed up (most of them indeed young and glamorous) merely reinforces my impression that Hollister coming to Eldon Square really is seen as a big deal indeed.

One unintended consequence of being the top Google result for ‘hollister newcastle’ is that I’ve been getting a steady stream of emails from people asking how they can get a job at the store (try here) or when it’s going to be opening (15 April). As a blogger, I’ve quickly come to realise that you do get some slightly off-piste enquiries, mostly from people who seemingly cannot distinguish between someone, like me, who is merely writing about a particular retailer, and someone (not me) who represents the retailer itself.

In some ways, it will be quite a relief when Hollister in Newcastle finally opens its doors – on 15 April – and I can turn my attention to other areas of retail interest. In the meantime, you can bet that there’ll still be someone who drops me a line asking when the store’s going to open…

Debenhams, Eldon Square (16 Feb 2010). Photograph by Peter (aka 'Newcastle Historian')

I might have been busy at work at 10:30 a.m this morning, but many thousands of others evidently weren’t, judging from the crowds that attended the grand opening of St Andrew’s Way! Such was the excitement, Eldon Square was once again a trending topic on Twitter for much of today, while even the editor of industry bible Retail Week was there to see things first hand.

New Look, Eldon Square (16 Feb 2010)

Debenhams, Eldon Square (16 Feb 2010)

By the time I popped in to the new mall just after 5, things had calmed down somewhat, but there were still plenty of people having a good look around. I was able to get some better photos of the street frontages (using a proper camera this time), but thought better of getting any interior shots, given how many police officers were wandering about. However, Peter – aka ‘Newcastle Historian’ from the SkyscraperCity forums – has kindly let me plunder some of his own pics from inside the mall.

St Andrew's Way, Eldon Square (16 Feb 2010). Photograph by Peter (aka 'Newcastle Historian')

Clayton Street frontage, Eldon Square (16 Feb 2010)

First impressions are really positive – the inside of the mall is wide and bright, and the double height means that most of the retailers have created truly dramatic frontages. Debenhams’ looks great, Republic’s is as impressive as promised, and Apple’s is the bold statement that you would expect.

Best of the lot though must be Hollister. The store’s not yet open (and won’t be until April, apparently), but its shopfront is pure MetroCentre Mediterranean Village, circa 1986 – striking, kitschy, but totally on brand. It does mean that with most of the shop frontages being so flamboyant, Schuh’s – which would look very nice anywhere else – feels rather tame.

Apple Store, Eldon Square (16 Feb 2010). Photograph by Peter (aka 'Newcastle Historian')

Debenhams, Eldon Square (16 Feb 2010)

Tesco Metro, Eldon Square (16 Feb 2010)

Clayton Street frontage to Eldon Square (16 Feb 2010)

Poundland, Eldon Square (16 Feb 2010)

As I’ve remarked before, a successful Tesco store probably does not bode well for the nearby Co-op food hall. However, there can surely be no better opportunity than now for the whole of the former Co-op department store building to be brought back into use. Just looking at all the people busying around in Newgate Street this evening, it really is now a great pitch, directly opposite Debenhams. If Harvey Nichols ever made up its mind to come to Newcastle, it need surely look no further for a stunning landmark property in a fantastic, prime location.

Former Co-op department store, Newgate Street (16 Feb 2010)

I also had a look around the older parts of Eldon Square, where there are now various voids from retailers moving into the new part of the shopping centre. However, these vacated units have all been screened off already – complete with ‘exciting new retailer coming soon’ banners – so merely look blank and dark rather than obviously empty. On the other hand, the existing Poundland in the old post office premises and the current All Saints in Market Street were both still happily trading when I walked past this evening, suggesting that those stores will be retained alongside their brand new Eldon Square siblings.

All Saints, Eldon Square (16 Feb 2010). Photograph by Peter (aka 'Newcastle Historian')

I read this morning that five of the six now-empty sites in Eldon Square have new occupants lined up, which is very good news if true. Certainly, the banner at the former Arcadia site promises a ‘new flagship retailer’ soon – almost certainly Next. Meanwhile, at least part of the site of the former Republic store is going to be Foot Locker, presumably moving from its existing Northumberland Street site. So, tick this off as yet another seemingly un-Woolies-related blog post that in fact has a faintly obscure Woolworths link…

Republic promo shot

With exciting mounting over the opening of Eldon Square’s St Andrew’s Way extension in less than a week’s time (10:30 on Tuesday 16 February, to be precise), it really feels as if Newcastle is the centre of the UK’s retail attention right now.

Searches for ‘Hollister Newcastle’ have been dominating my blog stats for weeks, while yesterday, Apple’s official announcement of its new store opening turned ‘Eldon Square’ into a trending topic on Twitter. The arrival of these big US names has undoubtedly created a real buzz around what was, only a few months ago, a development featuring plenty of existing Newcastle retailers opening much-improved stores but very few new arrivals to the city.

With so much attention focused on Hollister and Apple Store, it would be easy to overlook the impressive new stores in St Andrew’s Way for retailers such as Topshop, New Look and Republic, all of which will have much larger and more modern shops than at present.

I was therefore pleased to receive a press release today about the “eagerly awaited” new Republic store, which is apparently 8,392 sq ft, and has been “designed in Republic’s ‘utilitarian meets kitsch’ imitable style” (that should be ‘inimitable’, surely?), with ”a striking fascia framed with iron girders, exposed brick and pipe work and natural materials offset by candy coloured chandeliers and metallic, flocked wallpapers”. I’ve never stepped foot in a Republic store before, but I might be tempted to take a look if only to admire the chandeliers.

Indeed, though Leeds-based Republic refers to itself in the press release as ”the UK’s leading retailer of men’s and women’s branded fashion”, it isn’t a retail name that I know very much about – perhaps because I’m outside its target demographic for “big brand names such as Henleys, Fenchurch, Diesel G-Star and Bench”. Still, Republic’s “unique model”, featuring a “carefully edited selection of ‘best of season’ styles and an extensive denim offering” must be doing the trick, given that it’s grown from a single store in 1986 to more than 100 across the UK now.

Jacob Snell, Republic’s Regional Manager, is quoted as saying that: “We’ve wanted to expand in Newcastle city centre for a long period of time and Eldon Square is a great opportunity. We have a fantastic, loyal customer base in the North East who we’re looking forward to presenting our exciting new shop fit and store design to”. Assuming that Republic’s existing store in Douglas Way is to close when the new one opens (though the press release doesn’t say so explicitly), it will be interesting to see who takes over the vacated unit. In quite a prominent spot close to John Lewis, it’s certainly among the most attractive of those sites that are being freed up.

Having managed to weave most of the content from Republic’s press release into my blog post, it would be remiss of me not to mention that customers “will be able to take advantage of opening offers and promotions including an impressive 20% off discount in store” – possibly a less stressful option than joining the nearby throng for one of 1,500 free Apple T-shirts.

Debenhams, Eldon Square South

A few interesting titbits of Newcastle retail news ahead of the opening of Eldon Square South – St Andrew’s Way – on 16 February. Anchored by a new Debenhams store, Eldon Square South is of interest beyond Tyneside as one of only a handful of major retail developments to be opening in the UK during 2010. 

I recently blogged about Abercrombie & Fitch’s sister brand Hollister having Meadowhall and the Trafford Centre as its “most northerly outposts”. Now it seems that we’re going to be getting our own Hollister in Eldon Square, meaning that the shopping centre’s extension will – impressively – be fully let when it opens next month. 

In an earlier post about Eldon Square’s extension, I noted that “the real test… will be ensuring that the large and prominent units being vacated by New Look, River Island, Topshop, et al do not stay empty for long”. The word at SkyscraperCity is that Next is going to be taking over the soon-to-be-former Topshop/Topman site, though it’s not yet clear whether this will be in addition or instead of the retailer’s existing Northumberland Street store. The existing Next store is very cramped, but given that it had an interior makeover not too long ago my guess is that it will be retained alongside the new store. Either way, I hope something will be done to improve the current Topshop/Topman unit’s ugly brick walls, which present such a blank and unappealing face onto Blackett and Newgate Streets.

Existing Topshop, Newcastle

We’ve known for some time that Tesco Metro is coming to the Eldon Square extension; now it seems that a Tesco Express is opening up at nearby Eldon Garden as well. That begins to explain the Sony Centre’s move into one floor of the former Pier store, freeing up the prominent unit facing Percy Street for Tesco. It still seems curious, however, that having had no city centre Tesco store until now, there will soon be two within a few hundred metres of each other.

Equally, with M&S, Waitrose, Sainsbury’s Local, Tesco Metro, Tesco Express and The Co-operative Food all operating in the Percy Street / Newgate Street area, it will be interesting to see whether all of them are able to thrive. When I walked by last week, ‘Store Closed’ signs in the windows indicated that the Food Co supermarket in the soon-to-be-redeveloped Newgate Centre had already succumbed.

Food Co, Newgate Street, Newcastle (11 Jan 2010)

Expect more musical shops over the coming months as, with the opening of Eldon Square South, Newcastle city centre adapts to the biggest geographical shift in its retail focus for more than thirty years. Interesting times!

Hollister's website, including the '1922' device

I can’t claim to know much about Abercrombie & Fitch’s sister brand, Hollister, and if I did, I suspect it’s somewhere that might be outside of both my price and age brackets. To be fair though, Hollister’s presence in the UK is pretty new – the first store, at Brent Cross, opened only last year – with Meadowhall and the Trafford Centre currently its most northerly outposts.

Despite my limited knowledge of the retailer, I was still quite interested to read the BBC’s article today about what it describes as Hollister’s ‘fictitious’ branding. Essentially, the BBC has ‘uncovered’ that there is no historical foundation for the use of the ’1922′ device on Hollister’s logos and labels, and that the whole ‘story’ behind the business – actually founded in 2000 – is made up.

In reality, the BBC’s article is not quite the scoop that it first appears, given that the Wikipedia article about Hollister has openly referred to the business’s “fictional background story” – downloadable in full from the A&F website – since at least January this year. Given that it’s no secret, it would surely have been better for Hollister’s press people to point this out to the BBC themselves, moulding the story into some positive PR for the brand, rather than giving a silly response – “Due to our policies regarding press, we choose not to provide any comment on your questions” – that simply appears to add substance to the BBC’s implied criticism.

Nevertheless, the debate about whether all this matters is still an interesting one. The question, essentially, is this – does anybody really care about the authenticity of Hollister’s history as long as they like the clothes and can relate to the brand’s “harmony of romance, beauty, adventure and today”?

It’s certainly true that retailers have long created brands that evoke the American dream – after all, with their respective ‘Cedarwood State’, ‘Atlantic Bay’ and ‘Blue Harbour’ sub-brands, even Primark, Bhs and M&S are at it.

I do wonder, however, if founding an entire retailer’s brand on a made-up story is maybe an evocation too far.

Your comments, as always, are welcomed…