The Bullring in Birmingham is launching a pop-up scheme to encourage start-up firms to open stores in the shopping centre.

Bullring’s owner Hammerson has partnered with PopUp Britain to give start-ups an “affordable route to a major retail outlet”.

The store is located between Next and Oasis within the main fashion mall. Up to 12 new brands will move in each week. The centre will offer ‘boot camps’ to boost the brands’ retail skills.

Hammerson Retail Leasing Executive Richard Pearce said: “This is a fantastic initiative which provides local businesses with an opportunity to trade at Bullring with instant access to a loyal consumer base.

“It provides our customers with a completely new concept and a unique retail experience and if the partnership proves popular, it is something we will look to replicate across the portfolio with PopUp Britain.”

PopUp Britain manager Becky Jones said: “Opening a shop in Bullring is beyond the wildest dreams of most new retail businesses. It’s an absolutely incredible space with a massive footfall and it’s a great opportunity to have a unit here.   

“The city’s new retail businesses stand to hugely benefit from trading in this environment, working with fellow entrepreneurs and learning solid retail techniques to take their business to the next level.”