Shopping centre research for Network Rail and Birmingham City Council.

Grand Central Birmingham is a new scheme, set to open in September 2015. Many of the 60 shops, restaurants and cafes will be new to the city, with Grand Central also home to one of the largest, full line John Lewis department stores in the country.

Project

Network Rail, along with Birmingham City Council, engaged Javelin Group to provide analysis on the trading potential of Grand Central and to forecast its impact on improving the profile of Birmingham town centre.

Outputs

Javelin Group:

• Provided research-based marketing material essential in convincing target tenants that Grand Central will be the catalyst to finally attract the many affluent residents who live in Birmingham’s extensive catchment but do not regularly shop in the city
• Demonstrated the presence in high numbers of affluent residents who will not only shop at John Lewis but the supporting premium retail offer
• Quantified the sales and sustainable rent opportunity

Benefits

Javelin Group’s excellent reputation among retailers meant that Network Rail, along with Birmingham City Council, could approach retailers with confidence.

Javelin Group’s work has been very important in communicating how Grand Central, with John Lewis as its anchor, will be the catalyst to Birmingham finally attracting spend from the many affluent catchment residents who currently shop elsewhere.
Keith Stone, Leasing Director, Network Rail.

www.networkrail.co.uk
www.birmingham.gov.uk

Find out more about Javelin Group’s Travel Hub Futures service line.