Merry Hill, one of the UK’s top 10 super-regional centres owned and operated by Redical, has announced that international baby and parenting retailer, ebebek, has signed for its first location outside of the South East, marking a significant milestone in the brand’s ambitious UK expansion strategy.
The retailer has secured a prime 9,689 sq ft retail space within one of the UK’s leading shopping and leisure destinations, strengthening ebebek’s growing retail footprint and forming part of the company’s wider plans to expand across key UK markets throughout 2026 and beyond. The store, located adjacent to ASDA in the Lower Mall, will stock a range of specialist baby and parenting products from a variety of leading brands, spanning car seats, pushchairs, furniture, clothing, toys, as well as feeding and weaning products.
Since entering the UK market, ebebek has continued to invest in both its physical retail presence and omnichannel offering. Merry Hill was selected for its strategic importance in the West Midlands due to its varied demographic and high concentration of young families and parents, making it an attractive location for continued growth. Following Redical’s acquisition of the asset earlier this year, ebebek’s signing signifies continued confidence in Merry Hill as it enters a new chapter under new ownership.
Alistair Winning, Leasing Manager for Redical, commented: “Our offer continues to grow and diversify as a direct result of the stellar reputation we have built over the last five years, as a top ten UK super regional. As we enter this new chapter of Redical ownership, brands recognise the importance of operating within Merry Hill, and ebebek signing for its first store outside the South East attests to this. We know the brand will resonate with the destination’s extensive reach and family demographic, and look forward to their success.”
Faruk Giray, UK Country Director at ebebek, said: “The signing of our Merry Hill store is another exciting step forward in our UK growth journey. As we continue to invest in the UK market, our focus remains on bringing ebebek’s unique retail experience closer to families across the country. The West Midlands represents a key region for us, with a strong and growing community of parents seeking trusted baby and parenting products. Merry Hill offers an excellent opportunity to connect with these families in a well-established retail destination, and we look forward to becoming part of the local community.”
This news follows the recent announcement that innovative lifestyle retailer, MINISO, has launched at the destination. The opening of the 2,400 sq ft store follows a continued desire to attract in-demand retailers, under new Redical ownership, and stocks an extensive selection of toys, plush collectibles, stationery, homeware and snacks.
Time Retail Partners and JLL acted for Redical. Orme Property represented ebebek.
