New flagship store for Grand Central

Local designer to open in prestige development.

Contemporary Birmingham menswear brand Steel & Jelly are to open a opening flagship store at the £150 million Grand Central shopping centre.

Established in 2004, Steel & Jelly’s philosophy is about embracing innovative British design by creating a hybrid of the contemporary and the traditional. The collection features all the essentials in a modern day gentleman’s wardrobe from formal tailoring to soft casuals and premium accessorises to finish the look. Each piece carries an element of surprise from a patterned trim inside a collar, to a contrasting button thread reflecting their ethos, ‘Because detail matters.’

The highly anticipated flagship store along with 60 other retailers will open in Grand Central Shopping Centre on Thursday 24th September. The store will
differentiate itself from brands by offering a personal shopping style experience on the high street. The centre launch will be full of surprises throughout the da,y pulling in curious and style conscious Birmingham shoppers. A spokesperson for Grand Central says “Steel and Jelly are a great addition to Grand Central, an independent Birmingham business offering a stylish menswear collection – a brand which sits nicely alongside the other premium shops, restaurants and cafes.”

With over 40 years’ experience in the fashion industry the owner of Steel & Jelly says “In line with our recent programme of expansion, we are very excited to be opening our new flagship store in Birmingham’s Grand Central Station. This major new transport & retail hub in the heart of the region is the perfect location to meet the growing demand for, and increasing interest in, the brand. As well as welcoming those local to the region, we’ll be able to reach new customers from all over the country who will be travelling through the new station.”