Queensgate signs Vanilla to bolster fashion mix

Queensgate Peterborough has announced that trend-led fashion brand Vanilla has signed for its regional debut at Queensgate, further evidencing the impact of its recent retail transformation.

The 3,622 sq ft store will house both Blue Vanilla, its wide-appeal womenswear proposition, and Pink Vanilla, its younger, trend-led offer targeting 12- to 24-year-olds. It will deliver a diverse fashion offer designed to appeal to Queensgate’s broad customer base.

Pink Vanilla will offer an extensive range of trend-led clothing and accessories aimed at Gen Z shoppers, while Blue Vanilla will provide more elevated day-to-night pieces designed to appeal to a wider demographic and suit a range of occasions.

Vanilla will take a prominent unit on Queensgate’s upper mall, bolstering its quality fashion mix.

With 10 stores currently across the UK, Vanilla Queensgate will be a regional first for the brand, underlining the destination’s strong brand pull and continued leasing momentum, as a centre transformed.

Ed Ginn, Director of Investment Management at Invesco Real Estate, said: “The signing of Vanilla at Queensgate comes at an exciting time for the centre, quickly following a trio of investments from quality, high street brands. Ongoing investment, along with the continued leasing momentum, has transformed the centre, meaning Queensgate is the go-to destination in the East of England. Vanilla’s trend-led and accessible ranges make a great addition, suiting both the fashion needs and wants of our visitors.”

Michelle Burns, Head of Retail Stores at Vanilla, commented: “This has been a long time coming, with Queensgate being a key location for us. Its diverse customer base is a great fit for Vanilla, catering to both trend-aware Gen Z customers and those looking for a new weekday staple or an outfit for the evening. It is a very exciting moment for us as we look ahead to opening this autumn.”

Sovereign Centros from CBRE acts as the appointed asset manager for owner Invesco Real Estate, while CBRE and Time Retail Partners are the letting agents for Queensgate.