Birthdays has opened its first standalone Partyland store on Solihull's Mell Square.
The retailer has taken a 465 sq m ground and first floor unit on a five-year lease outside the Landlord & Tenant Act at£100,000 per annum. Previously, Partlyland has operated as a concession in larger Birthdays stores.
Mell Square, owned by landlord Norwich Union, is now fully let, having faced stiff competition following the opening of Touchwood in September 2001. Reiker Anti-stress Footwear has taken a 135 sq m unit on a five-year lease outside the Act at£67,500 per annum.
The store is the footwear supplier's first UK store. Other retailers that have recently set up shop at Mell Square include Oasis, Lush, Bonmarche and Fat Face. Alston Nock partner Rob Alston, said: 'They realise that the town can cope well with both centres.'
Johnson Fellows represented Birthdays. GVA Grimley represented Reiker.
Alston Nock is joint letting agent on Mell Square with Gouch Cunliffe Whale.