Birthdays goes to Swansea for 10th out-of-town store

Card retailer Birthdays has opened its 10th out-of-town retail outlet, on Hammerson's Forestffach retail park in Swansea.

Birthdays, which in 1999 became the first high street card retailer to open a store in an out-of-town location, has enlisted the help of information solutions company Experian to develop a long-term approach to its out-of-town store location programme.

Experian property and retail consultancy director Martin Davies said: 'Birthdays has enjoyed huge success in pioneering the movement of high street retailers into out-of-town shopping sites. The choice of park is critical, and the ability to categorise parks by virtue of their tenant mix, catchment size and sales potential is key.'