KENJI selects Bullring Estate for debut regional store

Hammerson has announced that KENJI, the East-Asian inspired homeware and stationery brand, has selected Bullring for the brand’s first location in the West Midlands.

Opening this autumn, the new 3,250 sq ft store will be located on Bullring’s middle level and showcase the brand’s full range of eclectic homeware, collectable plushies and kawaii stationery ranges. Complementing the extensive product lines will be a vast selection of East-Asian snacks and confectionary, many of which have risen to fame via the brand’s TikTok channel.

KENJI has experienced significant growth in the last two years, and the brand is now set to launch its first app to coincide with the opening of its fifth concept store at Bullring.

Named ‘KENJILand’, the app is an immersive virtual experience where users can interact with a digital community and experience an array of virtual worlds. Drawing together the digital and physical KENJI experience for customers, KENJILand will be released at the end of the year.

Toby Tait, Director Asset Management at Hammerson, said: “Birmingham has the largest number of under 25’s in any major city in Europe and this is a consumer group we are continually looking to engage with in new ways, from events and innovative experiences to cool new brands. KENJI is tapping into the digital space, and we’re excited about how the brand plans to attract a new audience.”

Stacey Lynch, Head of Operations at KENJI, said: “As the UK’s second city, Birmingham has been a target location since we established the brand in 2014, and there is no greater retail destination in the region than Bullring. Opening in the centre is a huge milestone for KENJI.”

The signing follows the news that JD Sports is to more than double its presence in Bullring & Grand Central and Tessuti will open its largest ever store in the West Midlands at the destination. As part of a big year for Bullring, a suite of Electric Vehicles charging points were installed tapping into growing demand for electric car ownership, whilst becoming an official provider for the Commonwealth Games complemented the cultural programme of summer events including Its Carnival, Pride and Birmingham Weekender.