Insight

Unlocking the potential of intu Merry Hill

Nick Round regional managing director of intu explores the future potential of intu Merry Hill

In the West Midlands, situated just 10 miles from Birmingham, you’ll find 1,400,000 sq ft of pure retail potential at intu Merry Hill. This prime property asset is now fully owned by intu following our purchase of the remaining 50% stake last summer and forms part of a sprawling 229 acres of land home to retail parks and a waterfront office complex. With room for development, the opportunities are boundless.

"With full ownership we’re now able to accelerate our vision to deliver a stand out retail and leisure destination"

It’s all about location...

As the saying goes, it is all about location, location, location and intu Merry Hill is certainly well positioned given its close proximity to the UK’s second largest city by population. Every year the centre welcomes 22 million visitors, and with our investment of more than £100 million we’ll be enhancing the centre by refreshing the existing malls and creating a major leisure extension to strengthen the centres penetration of its 2.8 million catchment population.

2.8m

catchment population

£130m

investment

22m

footfall

Prime spaces...

offering compelling experiences

intu Merry Hill is a fantastic asset in terms of its size and location. In today’s multichannel retail environment it fits the bill in terms of what retailers are looking for as they opt to downscale their store portfolio in favour of larger, flagship stores in prime retail locations. Our strategic decision to invest in and transform intu Merry Hill is based on this insight into the evolving nature of the industry, and aims to deliver a sought- after destination that customers love and where brands need to be.

Creating a destination where retailers can see the benefit of having a presence is no mean feat – and that’s where our customer centric business strategy makes a real difference. Our business is centred around our most important critics, our customers; we know that happy shopper’s equal happy retailers - it’s simple.

The future of intu Merry Hill

With full ownership we’re now able to accelerate our vision to deliver a stand out retail and leisure destination for the West Midlands. Our seven-year plan will include a comprehensive refurbishment, covering everything from the centre’s entrances, malls, shopfronts and toilets. The most exciting part of the transformation will focus around a 150,000 sq ft leisure extension which will feature a fantastic restaurant quarter to complement the existing ‘grab and go’ food offer in the centre.

At intu we take every opportunity to delight our customers and deliver shopping experiences that will keep them coming back, so as we flesh out the transformation of intu Merry Hill this will be a priority. We’ll also be taking forward lessons from some of our existing development projects at intu Watford, intu Lakeside and intu Broadmarsh.

The scope of leisure offer at intu Merry Hill is yet to be determined, but you can bet your bottom dollar this multi-millionpound project will deliver a compelling experience that customers and retailers will love.