CONTENTS

5 WELCOME TO THE MAILBOX

7 EVERYDAY LUXURY

8 MAKING AN ENTRANCE

9 THE URBAN ROOM CONCEPT

10 LIFESTYLED AROUND YOU

15 MORE TO SEE, MORE TO DO

16 IT ALL POINTS TO THE MAILBOX

18 MANAGING THE FLOW TO OUR RETAILERS’ BENEFIT

21 THE ULTIMATE CUSTOMER EXPERIENCE

22 THE MAILBOX & BIRMINGHAM FROM STRENGTH TO STRENGTH

26 BIRMINGHAM BY NUMBERS

29 THE MAILBOX DISTRICT – A PREMIUM AUDIENCE

30 LUXURY RETAIL IN BIRMINGHAM

31 OUR CUSTOMERS, YOUR CUSTOMERS

32 THE MAILBOX DATABASE – A WEALTH OF INFORMATION

32 THE MAILBOX CATCHMENT

36 CONTACT INFORMATION

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WELCOME TO THE MAILBOX

The vision for the new Mailbox is built on the values of the clientele it attracts. These are people accustomed to enjoying the best in everything.

The brand lives up to their exacting standards and shares their expectations of premium quality.

Everyone who comes into this unique environment feels special, comfortable, inspired and fulfilled.

The Mailbox is a marque for a community of like-minded, self-assured individuals who know who they are and what they want.

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EVERYDAY LUXURY

People buy brands that are a reflection of themselves. Brands that they are emotionally linked to, that share their values, standards and aspirations.

The Mailbox brand is perfectly in sync with their expectations and beliefs – be it to shop, to eat or to be entertained.

Among the like-minded, the Mailbox will inspire pride, curiosity, admiration and empowerment. It will feel as comfortable everyday as it is on a special occasion. Never showy, just chic and urbane with a dash of élan.

“ Siting luxury stores elsewhere in the city doesn’t make sense – the Mailbox is the natural place for these sorts of shops.”

“ The Mailbox needs to provide a balance of more upmarket stores as the mainstream brands are elsewhere in Birmingham.”

“ I’m not impressed by the shallow or the superficial, I want brands which represent me!”

SOURCE: MAILBOX RESEARCH FOCUS GROUPS 2011. 7

MAKING AN ENTRANCE

Arriving at the Mailbox creates a striking and dramatic impression. Passing through the entrance, two levels of premium retail unfold before your eyes as the space draws you into it.

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THE URBAN ROOM CONCEPT

On the upper retail level, each luxury store leads off the open, sky-lit Urban Room. A fashion gallery, the Urban Room concept began with a vision:

To create an elegant, sophisticated space to showcase finer fashion. A room of quality and style, noble in material. A room to be seen, experienced and enjoyed.

A concept design competition was held, with the award-winning architectural practice of Stanton Williams selected for the character of their concept, the quality of their solution and the pedigree of their work.

The Urban Room is warm and tactile, a space composed of the finest materials, bathed in warm daylight. This is a calming and comforting environment, cultivating an atmosphere of bold luxury.

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LIFESTYLED AROUND YOU

The Urban Room escorts the shopper through a haven of in-line retailers concluding at the new Harvey Nichols signature store. Doubling its existing size, Birmingham’s most exclusive retailer will offer an eclectic blend of fashion’s most coveted brands – from internationally renowned names to new and niche labels of the moment.

On the lower level, our aim is to create a more independent collection of aspirational brands that offer accessible luxury. It will provide an elegant space both for browsing and serious retail therapy.

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MORE TO SEE, MORE TO DO

Alongside exclusive retail, the new Mailbox is home to popular canalside bars and restaurants as well as apartments, offices and two hotels on site. This eclectic mix ensures a steady flow of high-spending, image conscious clients for your store.

Complementing this mixed-use development is the opening of a brand new Everyman Cinema, a prestigious three-screen venue offering the ultimate in cinema entertainment. A pioneering brand, Everyman boasts digital projection, sofa seating and waiter service – extending peak hours and bringing more of your customers to The Mailbox.

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Enjoy the new library of Birmingham or concerts and comedy at the NIA, Town Hall and the Symphony Hall.

Walk the canal path to Brindleyplace or on to Edgbaston.

£26m refurbishment of NIA to be completed winter 2014.

IT ALL POINTS TO THE MAILBOX

Birmingham is a city that’s full of character: compact, yet with clearly distinct quarters, each defining their own individual personality and raison d’être.

Birmingham is currently undergoing exciting changes including the redeveloped New Street station, Grand Central Birmingham and John Lewis store shifting the city’s vision westwards towards The Mailbox. While it’s just a short walk down the canal from Brindleyplace, Symphony Hall, the International Convention Centre and the iconic new Library of Birmingham.

At the heart of the city’s key attractions, The Mailbox is well placed to become the city’s premier destination for discerning shoppers, diners and high-spending pleasure seekers.

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A choice of theatres, including Hippodrome, Alexandra and Birmingham Repertory.

Hotel Indigo, Marco Pierre White Steakhouse, The Club & Spa, SRA and the Highways Agency offices.

Hotels from boutique to budget, including Malmaison and Ramada on site.

Everyman cinema opening Winter 2014.

£600m regeneration of New Street Station and Grand Central Shopping Centre, including flagship John Lewis store (opening 2015).

SMALLBROOK QUEENSW

AY

NEW STREET

NEW STREET

SEVERN STREET

HOLLIDAY STREET

GOUGH STREET

HINCKLEY STREET

COMMERCIAL STREET

A456

A38

NEW STREET STATION AND GRAND CENTRAL

SHOPPING CENTRE

BULLRING

LIBRARY OF BIRMINGHAM

COLMORE ROW

WATERLOO STREET

A4

40

0 PA

RA

DISE CIR CUS Q

UEENSWAY

HOLLOWAY HEAD

B4122

BLU

CH

ER STR

EET

BR

IDG

E S

TR

EET

HILL STR

EET

PINFO

LD STREET

THECUBE

BR

OA

D S

TR

EE

T

ICC

SYMPHONYHALL

BRINDLEYPLACE

COLMORE

BUSINESS

DISTRIC

T

VICTORIA SQUARE

ST PHILIP’S SQUARE

NEWHALL STREET

CENTENARYSQUARE

A38 BRISTOL ROAD TO M5 SOUTH

A38M ASTON EXPRESSWAY TO M6

BIRMINGHAMHIPPODROME

ALEXANDRATHEATRE

NIA

CO

RPO

RATIO

N S

TR

EET

TO: SNOW HILLSTATION

SUFFO

LK STR

EET QU

EENSW

AY

TO: MOOR STSTATION

EX

IT

EX

IT

EXIT

EXIT

METR

O E

XTE

NSI

ON

BIRMINGHAM REPERTORY

THEATRE

Opening 2015

BASKERVILLE HOUSE

CITY COUNCIL

SNOW HILL STATION

P

P

P

P

P

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MANAGING THE FLOW TO OUR RETAILERS’ BENEFIT

The vertical circulation is designed to maximise flow throughout the centre and to make the links to the car park and restaurants easy.

HARVEY NICHOLS

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THE ULTIMATE CUSTOMER EXPERIENCE

Among the exciting new developments in the remodelling of the Mailbox, is our use of integrated technology to create the ultimate customer experience. This leading edge technology will enable us to embrace the ‘connected customer’ personalising our messages to ensure they get what they want, when and wherever they want it.

This technology will build richer insight into our customers,

which will be shared with our tenants to enable highly personalised, contextual promotions thus driving sales and boosting loyalty.

We will be able to recognise and communicate with our customers in real-time before they arrive, during and after their visits, allowing us to deliver a truly unique VIP experience, using technology to deliver at scale, to all of our most valuable customers.

Focus group research clearly demonstrates that this is what our customers want and increasingly expect.

Our goal is for the Mailbox and our partners to have a deep

understanding of the behaviour and spending habits of our loyal customers. With this insight we will be able to constantly evolve our communications, ensuring that they stay relevant and timely.

To achieve our goal, we will offer each of our retailers the opportunity to work in partnership with us, which will involve collaboration and integration of systems in order for our vision to realise its full potential.

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THE MAILBOX & BIRMINGHAM FROM STRENGTH TO STRENGTH

The remodelling of the Mailbox coincides perfectly with an unprecedented renaissance of Birmingham city centre as a whole.

Several landmark developments are newly unveiled or nearing completion with a very tangible sense that an exciting 21st century city is taking shape.

Cultural icons such as The City of Birmingham Symphony Orchestra, The Rep Theatre, The Birmingham Royal Ballet, The Birmingham Museum and Art Gallery and the world-famous Jewellery Quarter continue to attract increasing numbers of high-spending individuals to the city.

In recent years the draw of these attractions has widened significantly to include a more global audience. Additionally, global trade is driving a rapid increase in tourism from China in particular. Birmingham already has one of the biggest Chinese populations outside of London and the region’s wealthy Chinese population is predicted to rise by 36% over the next 5 years.

2014

BIRMINGHAM AIRPORT RUNWAY EXTENSION

COMPLETED

2015

£600M NEW STREET STATION REDEVELOPMENT COMPLETE

2015

RESORTS WORLD BIRMINGHAM SUPERCASINO OPENS

SOURCE: ONS/UNIVERSITY OF MANCHESTER.

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BIRMINGHAM BY NUMBERS 3M+ RESIDENTS*

UK’S

2ND BIGGEST SHOPPING

POPULATION*

NEARLY

HALF A MILLION

WEALTHY RESIDENTS*

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AFFLUENT HOUSEHOLD SPEND IS

>10% HIGHER THAN GLASGOW

& MANCHESTER*

THE ONLY CITY OUTSIDE LONDON TO HOST FLAGSHIP

HARVEY NICHOLS, JOHN LEWIS

& SELFRIDGES

MIDLANDS

92K MILLIONAIRES**

*SOURCE: FSP/CES/NSLSP. **SOURCE: BARCLAYS WEALTH UK WEALTH MAP. 27

1.5KPEOPLE WORKING IN

THE MAILBOX OFFICES*

CITY CAR PARK OF CHOICE FOR

THOSE WITH LUXURY CARS

686SPACES*

3,000 COVERS IN EXISTING

MAILBOX RESTAURANTS*

ALREADY 50K+ CUSTOMER DATABASE*

10,000 RESIDENTS

WITHIN 0.5KM AND PROJECTED

TO GROW BY 76% BY 2021***

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THE MAILBOX DISTRICT – A PREMIUM AUDIENCEThe new Mailbox will be home to the most stylish restaurant and bar opportunity in Birmingham, positioned adjacent to the new Harvey Nichols. The restaurant will be a unique and high quality dining experience which will open morning through to the evening providing a haven for shoppers seeking a pit stop as well as diners seeking a leisurely bite in stylish surroundings.

ADJACENT TO THE CUBE AND

MARCO PIERRE WHITE’S

ROOFTOP BAR AND RESTAURANT;

A MODERN CITY ATTRACTION*

MALMAISON VOTED ONE OF

THE BIRMINGHAM MAIL’S

TOP 5 BIRMINGHAM HOTELS*

(OCT 2013)

NEW STREET STATION

ATTRACTING

50M PASSENGERS PER ANNUM**

*SOURCE: MAILBOX AND MALMAISON COMPANY FIGURES. **SOURCE: NETWORK RAIL. ***SOURCE: FSP. 29

LUXURY RETAIL IN BIRMINGHAMDEMAND OUTSTRIPPING SUPPLY

The new Mailbox will fi ll a clear gap in Birmingham’s existing retail offer and the greater West Midlands area. Put simply, there are currently not enough luxury stores in the region for the number of wealthy shoppers. This underserved market presents an unmissable opportunity for you to complement Mailbox brands.

BULLRING(EXCLUDING SELFRIDGES)

MASS MARKET LUXURYGRAND CENTRAL(EXCLUDING JOHN LEWIS)

YOUTHFUL

MATURE

JOHN LEWIS

SELFRIDGESHARVEY NICHOLS

THE MAILBOX

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OUR CUSTOMERS, YOUR CUSTOMERS

We are able to offer the ideal platform for you to champion your brand, as crucially we attract the same customers.

The largest two ACORN social groupings in our database are Wealthy Executives and Educated Urbanites. These groups are strongly represented in our catchment and there is a clear opportunity to attract more of these shoppers to the new Mailbox, visiting more frequently and spending more.

The opening of the new flagship John Lewis store at New Street Station is set to draw consumers from both these groups into Birmingham and shift the focus of the city’s retailing towards the Mailbox.

WEALTHY EXECUTIVES (AGE 40-55)

Wealthy Executives spend up to £1,500 per month on fashion. They buy (& love) designer brands because every item of clothing they own needs to ooze quality. Like their homes, their style is a mixture of classic elegance and current trends.

“ I like to wear good quality clothes and have an understated style… classic pieces with elements of originality… I like to think I have developed my own style while staying on trend.”

“ I’m not sure how someone would describe my look, but would hope it would be classic with a bit of flair and style.”

“ I used to run my own PR company in London but now enjoy a less hectic life looking after the family in our five bedroom house.”

EDUCATED URBANITES (AGE 30-45)

Whilst Educated Urbanites generally spend a little less than the Wealthy Executives on fashion (£200 - £500 a month), it’s a higher proportion of their income. They are keen to create their own style, but loyal to their favourite brands.

“ I love to splash out on luxury accessories”

“ I work hard and earn the money I do, to stay dressed in the best brands”

“ I feel special when I come here to shop, it makes me feel great when I walk out of here with the bags.”

SOURCE: MAILBOX RESEARCH FOCUS GROUPS 2011. 31

THE MAILBOX DATABASE A WEALTH OF INFORMATION

The Mailbox has employed a progressive customer relationship management programme and our existing database is already strong. It includes a host of high net worth individuals and many more active consumers keen to acquire premium, branded goods.

We intend to extend and develop the database in collaboration with our partners, driving sales growth across the board.

• 40% of all database shoppers are Wealthy Achievers, 15% Urban Prosperity with over twice the GB average proportion of Wealthy Executives.*

• 23% of The Mailbox’s database of shoppers are Wealthy Executives.†

THE MAILBOX CATCHMENT

High-spending, discerning consumers within easy reach.

The catchment definition of the Mailbox is determined by its exclusive status. Affluence plays a much greater role here than in mainstream shopping centres, with nearly half a million wealthy residents living within the region.*

*SOURCE: FSP. †ACORN SOCIAL GROUPINGS.32

SOURCE: FSP/CES.

PRIMARY

SECONDARY

TERTIARY

30 MINUTE DRIVE TIME

60 MINUTE DRIVE TIME

BIRMINGHAM

COVENTRY

SUTTON COLDFIELD

SHREWSBURYLICHFIELD

DERBY

LEAMINGTON SPA

WORCESTER

BROMSGROVE

LEICESTER

SOLIHULL

STRATFORD-UPON-AVON

STAFFORD

WOLVERHAMPTON

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HERE AT THE MAILBOX WE COULDN’T BE MORE CONFIDENT THAT YOUR BRAND WILL ENJOY A RICH REWARD FROM ESTABLISHING A FLAGSHIP STORE IN THE HEART OF BRITAIN’S SECOND CITY. WE HOPE WE’VE WHETTED YOUR APPETITE TO START WORKING TOGETHER TO MAKE THIS VISION A REALITY.

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FOR INFORMATION CONTACT:

Alastair Robertson-DunnGVAalastair.robertson.dunn@gva.co.ukdirect 0121 609 8106mobile 07951 549 086

Gary BucknallGVAgary.bucknall@gva.co.ukdirect 0121 609 8027mobile 07584 187 438

Richard ScottNash Bondrscott@nashbond.co.ukdirect 0207 290 4578mobile 07900 192 739

Gavin RowlandsNash Bondgrowlands@nashbond.co.ukdirect 0207 290 4563mobile 07960 960 450

Melanie TaylorMilliganmelanie@milliganretail.comdirect 0207 297 4302mobile 07747 101 60

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The Mailbox and its suppliers make no express or implied warranties, representations or undertakings in relation to any of the information within or the content of this brochure (including, without limitation, as to the quality, accuracy, adequacy, completeness or fitness for any particular purpose of such content) and hereby disclaim any liability to any person, to the extent permitted by law, or entity for any loss, damage or other liability howsoever arising from the reliance on or use of the information within and content of this brochure.

The Mailbox and its suppliers do not endorse, permit, or grant any express or implied licence to use (and have no liability howsoever arising in connection with the use of) any images, logos or brands which are reproduced in this brochure. For the avoidance of doubt, this exclusion applies to any liability which may arise in relation to the use or subsequent use of those images, logos or brands, howsoever occurring, including, without limitation, that the use infringes any law or the rights of any person or entity.

Any person or entity using the content and information in this brochure, in doing so, accepts the terms of this disclaimer.