The fashion retailer will bring its Blue Vanilla and Pink Vanilla propositions to a 3,622 sq ft unit on Queensgate’s upper mall, adding to a series of recent investments at the Peterborough destination.
Vanilla is set to make its regional debut at Queensgate Peterborough, signing for a 3,622 sq ft store on the shopping centre’s upper mall.
Due to open this autumn, the store will bring together the fashion retailer’s two womenswear propositions, Blue Vanilla and Pink Vanilla, under one roof.
Pink Vanilla is aimed at shoppers aged 12 to 24 and will carry trend-led clothing and accessories, while Blue Vanilla offers a broader womenswear range spanning everyday and day-to-night pieces.
The Queensgate Peterborough opening will add to Vanilla’s ten existing UK stores and places the retailer alongside fashion brands including H&M, Superdry and River Island, as well as Frasers and Sports Direct.
Building on Recent Investment at Queensgate
The signing follows a period of investment in Queensgate’s retail offer. Primark, Boots and Vision Express have recently completed store refurbishments at the centre, with the three projects contributing to more than £3 million of tenant investment across over 100,000 sq ft.
“The signing of Vanilla at Queensgate comes at an exciting time for the centre, quickly following a trio of investments from quality, high street brands. Ongoing investment, along with the continued leasing momentum, has transformed the centre, meaning Queensgate is the go-to destination in the East of England. Vanilla’s trend-led and accessible ranges make a great addition, suiting both the fashion needs and wants of our visitors.”
“This has been a long time coming, with Queensgate being a key location for us. Its diverse customer base is a great fit for Vanilla, catering to both trend-aware Gen Z customers and those looking for a new weekday staple or an outfit for the evening. It is a very exciting moment for us as we look ahead to opening this autumn.”
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
