Teen fashion retailer Subdued is set to launch at the Bullring, bringing its distinctive, youth-focused clothing to Birmingham shoppers for the first time. The brand, which originated in Italy, operates more than 130 stores worldwide and is particularly popular with teenagers across Europe.
The announcement comes shortly after brands including SDMN, Three, and Oakberry confirmed they were vacating units at the shopping centre, sparking concern among some shoppers. However, the arrival of Subdued has been welcomed as a positive sign for the Bullring’s evolving retail line-up.
Subdued’s Birmingham store will be located on the lower ground floor, next to the relocated Claire’s Accessories, in the unit previously occupied by Lovisa. Lovisa moved to a new location within the centre last year as part of a wider store reshuffle.
Shoppers React with Excitement
News of the opening has already generated excitement on social media, particularly among shoppers familiar with the brand’s stores abroad.
Reacting on Instagram, one follower wrote: “Are we taking the P? I moved to London for uni and for the better shops and now Brum is getting even better. It’s a sign to come home!”
Another commented: “I usually go to the one in Amsterdam, so it’s really nice to see it in the Bullring!”
‘Coming Soon’
While hoardings at the site confirm that Subdued is “coming soon”, an official opening date has yet to be announced.
Founded in the 1990s, Subdued describes itself as a brand for “fun-loving, strong and independent teenagers”. The company prides itself on its Italian roots, with an in-house design team based in Italy ensuring that its heritage is reflected throughout its collections.
The brand already operates flagship stores in major cities including London, Paris, Barcelona, Madrid, Amsterdam and Shanghai.
Further details on the opening date and launch plans are expected to be announced in the coming weeks.
