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Hammerson Signs Bowling Concept As Bullring Estate Revamped

The signing of Lane7 reflects a broader repositioning of the Bullring Estate.

Hammerson signed boutique bowling concept Lane7 at the end of the year for the Bullring Estate, as the developer continues to reposition its Midlands assets through new brands, entertainment and experiential concepts.

The 28K SF space on Link Street, which connects Bullring and Grand Central, is Lane7’s biggest investment to date and upon its opening in summer 2023 will serve as its flagship.

Lane7 will use the size of the Bullring Estate location to introduce its widest range of games yet, and will add a rooftop terrace bar with views across Birmingham city centre. 

The latest announcement is part of a wider shake-up by Hammerson of the Bullring Estate, diversifying the proposition to create a multi-use destination that “fits the needs of current and future visitors”, the company said.

An integral part of this is complementing the retail, restaurant and hospitality offer with leisure and experiential concepts.

In November 2022, Hammerson announced that it expects fiscal year 2022 adjusted earnings to be not less than £100M as it reported positive footfall and rent activity. 

Lane7 follows TOCA Social, due to open in summer 2023, and Treetop Adventure Golf, in broadening its offer as Hammerson hopes to create a new social and entertainment district in Birmingham. 

Among other recent announcements, Hammerson confirmed that JD Sports will more than double its presence in Bullring and Grand Central, with a new 27.5K SF store on the lower level, also due for Summer 2023, while designer fashion brand Tessuti will open its largest offering in the West Midlands at Bullring this year. 

“We need to go further to provide consumers with an even greater range of reasons to visit," Hammerson Director Asset Management Toby Tait said. "Lane7 is reflective of this approach and the brand has embraced our ethos to create a concept at the Bullring Estate that will define the future of its business, creating a resilient, relevant and successful destination.”