As the only big mall opening of the year and the first since Westfield Stratford City in September 2011, Trinity Leeds needed to make a splash. It did.

132,000 people visited Trinity Leeds for its opening

As far as retail property development is concerned, 2012 was a year to forget. For the first time in 30 years, there were no big shopping centres opened after the downturn spooked developers and plans were put on ice.

It is in that context that Trinity Leeds opened last week. The £350m scheme, the only major development to debut this year and the first since Westfield Stratford City in September 2011, had its own problems when owner Land Securities postponed the project due to the global recession.

However, in 2010, despite the fact the Greek economy was unravelling amid the harsh downturn, the UK’s largest landlord pushed the button on Trinity Leeds. Speaking as the centre opened last Thursday Land Securities executive director Richard Akers described the decision to start work as a “brave” one, but insists it was right.

“We could see demand from retailers for the scheme,” he says. “And we’ve been proved right because we’re over 90% let and it’s already a success as far as we’re concerned.”

Built to last

But it is not just fine architecture or an impressive retail mix that makes a shopping centre a success - it is the customers and their willingness to spend. Land Securities expects 23 million visitors a year to Trinity Leeds, and on its first day alone it attracted 132,000 people curious to see the new addition to the city’s retail landscape.

Land Securities expects 23 million visitors a year to Trinity Leeds, which covers 1 million sq ft

Land Securities expects 23 million visitors a year to Trinity Leeds, which covers 1 million sq ft

Many of them were buying too - the tills were ringing at value fashion retailer Internaçionale within minutes of its ribbon being cut, and Mamas & Papas reported queues around the block. Customers were lucky if they were even able to get into the Apple store.

Yet pertinent questions remain. Will shoppers keep returning once the hype has faded, and does Leeds - and in fact the UK - really need another shopping centre in an environment where vacancy rates are on the up?

Lurene Joseph, chief executive of Leeds and Partners, thinks so. “This opening is not just about Leeds, it will define shopping in the North,” he says. “Leeds needed a big showcase shopping centre, and it gives investors another reason to come and talk to us. It’s a key lynchpin for the city and will drive further investment.”

Retailers also believe Leeds was crying out for a centre of this kind. Elaine Wrigley, head of retail for the North at New Look, which opened its fifth Leeds store in the centre, says it is “critically important” to be in Trinity.

“We see this as the next step in the evolving shopper experience in Leeds city centre, and it’s paramount for us to be part of that,” she says. “Leeds is such a destination, not only for the immediate areas but from further afield, there are lots coming from the Northeast as well.”

Followers of fashion

Leeds, a highly fashion-conscious city, already had a solid retail scene. Indeed, with a Harvey Nichols and the striking arcades of the upmarket Victoria Quarter, the city has been dubbed the ‘Knightsbridge of the North’.

However, Akers argues that Leeds was lacking a mainstream focal point, which Trinity provides. “Trinity is right in the heart of Leeds, with links in to lots of busy streets around it, which will ensure its success,” he says.

“Leeds hasn’t had a great deal of development in the recent past. Lots of retailers have been wanting better shops, and we’ve been able to bring 46 new brands, which is of massive significance for the city.”

Equus, a 15-metre steel horse, is suspended from the ceiling and harks back to Leeds’ history of using pack horses

Equus, a 15-metre steel horse, is suspended from the ceiling and harks back to Leeds’ history of using pack horses

Land Securities leasing director John Grimes adds: “We have consolidated the retail pitch. We have brought new retailers but we also complement Victoria Quarter. We’re not Louis Vuitton or Prada, we’re for retailers who haven’t managed to find the right opportunity in Leeds yet.”

Trinity Leeds has catapulted the city from seventh to fourth place in the UK’s retail rankings, according to CACI.

And that position is likely to be further bolstered by the opening of Hammerson’s Eastgate Quarters scheme across the city. It could be open as early as 2016 and is expected to be anchored by John Lewis.

Until then, the main focal point will certainly be Trinity. The well-connected centre is nestled between Briggate, Albion Street and Boar Lane, and is just a few minutes walk from the train station, with accessible bus links and 3,500 car parking spaces within easy reach. Trinity also aims to grow the night-time economy by keeping shops open until 8pm - many shops in the area close at 6pm - and restaurants until late.

Superdry head of retail Claire Arksey says the retailer is so convinced of Trinity’s pulling power that it has opened its second largest UK store in the centre, comprising 16,000 sq ft of selling space. Arksey believes the shop will be a top performing one among its portfolio. “Our demographic is the 18 to 24 audience, and Leeds has one of the largest student populations in the UK, so for us it’s perfect,” she says.

She also rates highly the retailer mix, which includes newcomers to Leeds such as Victoria’s Secret and Apple, as well as giants such as Primark, which is to open its second store in the city in the autumn.

Internaçionale retail operations director Caraline Money says Leeds has become “almost like a mini London” thanks to Trinity’s mix. “If you were a Leeds customer you wouldn’t really need to go down to London now, you’ve got some amazing brands here,” she says.

Tim Maule, deputy chief executive of Mamas & Papas, says he is “thrilled” with the mix. The retailer opted to officially launch its new branding here and spent £500,000 on the shopfit.

“Leeds is a fabulous city, for a long time we’ve wanted a store in the centre, but there’s never really been the right scheme to go into,” says Maule. “Trinity brings together some of the best retailers in the country. And they’ve worked hard to get families here with the food and beverage offer, and the cinema too.”

Trinity boasts the first Everyman cinema to open in the North, and restaurants from the upmarket Angelica to TGI Fridays and Burger King. ‘Trinity Kitchen’ will open in September, curated by food journalist Richard Johnson and will showcase five pop-up food traders from across the UK and will change on a regular basis.

This pop-up strategy also extends to retail. To bring a sense of newness, a range of temporary shops will continually open to ensure fresh brand names in the centre. For instance, global pop sensation One Direction opened their first pop-up shop in the centre, sensibly launching on Saturday rather than Thursday when the centre officially opened so they did not encourage any of their young fans to skip school.

But while Trinity Leeds aims to bring a unique offer to the region, its design is in keeping with the city’s heritage.

A 15-metre steel horse - Equus - is suspended from the ceiling and was created by artist Andy Scott to form part of Trinity Leeds’ £500,000 art programme, which will bring a range of permanent and temporary artwork to the centre. Equus is a nod to Leeds’ historical use of pack horses.

Whether Trinity Leeds is able to inspire hard-pressed shoppers to part with their cash all year round is not yet clear. However, the fact it has opened at all reflects positively on UK retail, which is facing tough times.

Sir Stuart Rose, former Marks & Spencer boss, chairman designate of both Ocado and Fat Face, and a non-executive of Land Securities, said at the opening that Trinity “shows retail is alive and kicking”.

Rose maintained: “It also shows you have to keep moving forward, innovating, investing, and that if you do people will come to your door.

“We are sometimes overly pessimistic about retail. Retail is not dying, retail is changing. Those people that continue to innovate will be successful. Those that don’t will have a problem. It’s our biggest national hobby, shopping - there’s plenty of it about and long live it.”

Connecting shoppers in Trinity Leeds

Land Securities claims Trinity Leeds is the most digitally enabled shopping centre in the UK. However, with wi-fi dropping in and out all day on launch day - albeit due to the hordes of shoppers trying to log on - there were some sceptics. Simon Kendrew, head of digital at retail marketing specialist Gratterpalm, describes the level of interactivity as “disappointing”.

But while it may take a little time for certain aspects to bed in, on paper at least Trinity is an effective example of the best of what is available in shopping centre technology.

The mall offers free wi-fi, although this is not new - Land Securities was in fact the first shopping centre owner to roll it out to all its schemes last year. There is also a Trinity Leeds app, and customers can use Google Product Search to find items on sale in the centre - neither of which is revolutionary. However, Trinity has installed four giant digital video walls that allow shoppers to interact through gesture recognition. Other screens will promote retailers’ offers, events, cinema times, centre information and real-time details on public transport.

In another break from the norm, a service team equipped with iPads and a unique service app is on hand to guide shoppers. The Trinity Leeds website also features an embedded CRM system to enable retailers to personalise communication to shoppers.

Land Securities head of business marketing and brand partnerships Sean Curtis says: “Our new CRM system allows Trinity Leeds to segment customer data and improve communications with visitors ensuring they only receive content and offers relevant to them.

“We have created an exclusive environment to connect brands with the right consumers when they are highly engaged and in an active shopping mode.”

Good addition to retail landscape

Toby Sykes

Toby Sykes

The opening of Trinity Leeds is welcome news for the UK retail property market, writes Toby Sykes.

Despite the backdrop of economic gloom, retailer demand for space in the new 1 million sq ft shopping centre has been impressive. In particular, there was strong demand from international brands such as Apple, Victoria’s Secret and Hollister, which are among the retailers that have now let more than 90% of available space at Trinity Leeds.

The right space in the right place is at the core of all retail property decisions but this is at a premium; the demand we have seen at Trinity Leeds from quality retailers simply confirms the appetite for prime retail space that can offer the right tenant mix.

Consumers crave a multi-sensory experience while shopping and Trinity Leeds was created with this in mind. Nearly a quarter (22%) of the complex is devoted to leisure and includes a ‘street food’ zone and cinema.

Land Securities, Trinity Leeds’ developer, has invested £350m in the complex with a strong belief that confidence will return to the UK retail market in the near future.

When Trinity Leeds opened its doors to the public for the first time last week, it was the first major shopping centre to do so in the UK since Westfield Stratford City in September 2011. To put this in context, last year the UK recorded the lowest level of shopping centre floor space completion since 1962.

Less than 398,275 sq ft of new shopping centre space was added to the market in 2012 with only one new centre: the Tesco-anchored Swan Centre in Yardley (168,000 sq ft), which opened in February. Incredibly, it is 54 years since only one new scheme opened in the UK in a single 12-month period.

The opening is a significant step on the road to recovery for shopping centre development in the UK and Trinity Leeds is a welcome addition to the UK retail landscape.

  • Toby Sykes, head of UK shopping centre leasing, Cushman & Wakefield (lead leasing agent for Trinity Leeds)

Trinity Leeds in numbers

  • 1 million sq ft
  • £350m cost
  • 120 shops and restaurants
  • 46 brands new to Leeds
  • 10 years average lease length
  • 90% of units let

Leeds in numbers

  • Leeds’ catchment is more than 5.6 million with an annual spend of £15bn
  • Leeds is the UK’s largest financial and legal services centre outside London
  • 50,000 passengers pass through Leeds station per day, equating to 18.2 million per annum
  • The city has a undergraduate student population of more than 72,000. With more than eight higher education centres, there are more than 200,000 students in total