will spearhead the new homewares proposition at The Mailbox in Birmingham after securing space for a phsyical showroom.

The online furniture business, which opened a temporary pop-up at the nearby Bullring last year, is the biggest name to sign up to the new 20,000 sq ft homewares section on the first floor of the shopping centre. will be joined by Heal’s, the 200-year-old furniture, lighting, kitchenware and accessories retailer, in the new Homewares at the Mailbox department store.

A host of other brands, including Danish business BoConcept and Italian design experts Calligaris, will also take space within the store, as it bids to create a “must-visit” furniture and design location.

Nash Bond and GVA acted as joint leasing agents on the deals. commercial director Annabel Kilner said: “Having seen great promise from the Made Birmingham pop up, we are delighted to announce the opening of our showroom in the Mailbox.

“Birmingham is an important city for and we’re keen to see the impact the bigger location will have on sales.”

Simon Samuels, partner at joint owners of The Mailbox, Brockton Capital, said: “We know that our customers are interested in high end contemporary furniture and accessories, and Homewares at the Mailbox will be a must-visit destination for both aspirational and accessible brands.

“We’re delighted to be welcoming two real interiors heavyweights in Heal’s and, alongside a host of other brands, as we launch this new offering.”