Apricot’s ethos is all about making fashion accessible, with well-made staples and trend-led fashion pieces featuring playful prints and bold pops of colour, their range is designed in London but takes inspiration from global travel and cultures.
Having launched in 2007, Apricot now operates 15 stores and 400 concessions in the UK and prides itself on delivering high quality clothing at affordable prices.
Apricot is the latest of more than 20 new and improved brands to arrive at the centre in the past 12 months, with the list including luxury retailer Flannels, top fashion brand Mango, and popular outdoor clothing and equipment outlet Mountain Warehouse, all of which are now open.
Martin Breeden on behalf of intu Merry Hill said: “We are excited to be welcoming back more of our visitors each week – both familiar faces and some new ones. Our new Apricot store gives them another reason to visit us.
“By joining the line-up at intu Merry Hill, Apricot will be able to target fashion conscious shoppers from across the West Midlands whilst further enhancing the centre’s already strong retail and leisure mix to provide even more compelling experiences for its millions of visitors.”
Sophia Ciampa, managing director of Apricot, said: “intu Merry Hill stands out as a fantastic retail destination and a popular location with shoppers in the region. We can’t think of a more perfect setting for our first store in the West Midlands, which will complement the centre’s already strong fashion line-up.”