Welcome to a new style of luxury in the heart of Birmingham
MAILBOX
1970 - The Present
Currently The Uk’s Largest Mixed Use Building
Previously the location of canal
The mailbox opened in 1998, is currently the
This prestigious shopping and lifestyle
wharves, the site was the location of
Uk’s largest mixed use building and is an
destination offers some of the finest
the Royal Mail's main sorting office for
extremely stylish complex of some of the most
hotels, salons and spas.
Birmingham, which was completed in
luxury brands in designer fashion.
1970 and was the largest mechanised letters and parcels sorting office in the country. A tunnel was constructed between the site and New Street Station for letters to be delivered directly to the office.
THE FUTURE OF BIRMINGHAM A LUXURIOUS & EXCITING BRAVE NEW WORLD!
£600 million New Street Station Development will offer a new gateway to the city and beyond
John Lewis’s proposed £100 million store
Spiceal Street, a new 20,000 sq ft development launching this year The proposed £193 million Central Library due for completion in 2103
Brockton Capital and Milligan complete the purchase of mailbox for £127.1m
The £100 million development of The Cube is now complete.
It’s the place to be.
AN AFFLUENT CATCHMENT AREA
THE SIZE OF THE PRIZE IS WORTH WINNING
Affluence plays a much greater role in this catchment definition than in
Within a 45 minute drive of
mainstream shopping centre catchments due to Mailboxes exclusive status.
Birmingham city centre there are
This creates a more sporadic catchment pattern than the concentric ring
4.3 million people.
pattern of a mainstream shopping location. This pattern is formed by higher penetration rates in affluent areas such as Solihull and Sutton Coldfield and lower penetration in less affluent areas such as Dudley and Coventry.
There are 7.2 million within a 60 minute drive-time.
Source: FSP/The Mailbox/CES
The local residential area is the fastest
Primary Segment: 563k Residents Secondary: 1.1m Residents
Approximately 50% of the
Tertiary: 1.7m Residents
catchment has a socio-economic
Total Principal Catchment Resident Population: 3.4m
(2.7m Birmingham NSLSP)
grouping of ABC1’s.
growing in the city. Today, there are in excess of 5,750 households in the immediate area around Mailbox.
Pen Portrait
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We have the world at our feet and the money to really enjoy it.
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Educated Urbanite
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Over ??% Educated Urbanites dominate the primary catchment segment. These are likely to be the target customers for Mailboxes luxury and aspirational retailers.
Within the primary segments 563k residents there are 44k Educated Urbanites
“
Within 30 minutes of Mailbox there are almost twice the amount of Educated Urbanites compared to the UK average.
“
The Jessie J gig was amazing. We ended up drinking in Mecho and then stayed at Malmaison. It was a brilliant night.
“
I know it’s amazing...they’ve just made me senior account director! I’m gonna get myself a place on the board next.
“
“
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I bought it with my bonus...it’s a genuine Rolex...looks great with my vintage coat.
“
“
After the stresses of buying our flat I think we need to go and catch some much needed winter sunshine.
THE EDUCATED URBANITE
OUR RUNWAY
Luxury Perfume
Social Networking
Vintage Accessories
Vintage Furniture
Selfridges
Posh Shoes
Tickets for the coolest gig in town
OF DESIRABLE LOV
IPad
Iconic Design Pieces
Fiat 500
Good Old Fry Up
First Class Travel
Champagne
Quality Make-up
M
Birmingham is clearly thriving in the hierarchies and is number one in England.*
MAILBOX
VELIES
Lifestyle Magazine
Marrakesh
Smart Phones
Urban Brands
Iconic Luxury Bag (The Alexa)
Luxury Fast Food
Travel
London *(excluding combined London’s West End)
Wealthy Executives Pen Portrait
Within 30 minutes of Mailbox there is double the amount of Wealthy Executives compared to the UK average.
Within the primary segments 563k residents there are 113k Wealthy Executive residents
BIRMINGHAMS WEALTHY EXECUTIVES ARE 100% ABOVE THE NATIONAL AVERAGE
40% of all current database shoppers are Wealthy Executives
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Wow, that’s going to look amazing when we go to the Dylan gig. I’ll book a table at the Restaurant I read about in the Guardian.
“
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Wealthy Executives are well educated people employed in senior managerial positions or are running their own business
“
We’ve won that vintage light on ebay...it’ll sit perfectly with the brand new Barcelona chair we just bought. I love recycling the old with the new
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I’ve got to open up the surgery but I’ll leave early, collect you from school and we can all have dinner together.
“
“
I love having friends over for dinner, it gives me a chance to show off our new home
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THE WEALTHY EXECUTIVE
OUR CATWALK OF LUXURIOUS DE
Travel
Yoga/Pilates
Luxury Sunglasses
Classic Furniture Design
Luxury Timepiece
Legends in Music
Louboutin Shoes
IPad
Brunch
Original Art
Classic Car
Bespoke Jewellery
Luxury Nail Varnish
Haagen Dazs
ELIGHTS
Design Magazines
Many retailers in the city centre are considerably up on last year
Smart Phones
Speedboat
Hermes Bag
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Social Network
Private Plane
Exceptional Wine
MAILBOX
TODAYS RETAIL MIX Mailbox is home to world recognised fashion houses including Harvey Nichols, Emporio Armarni, Hugo Boss and many more.
Wow, even more luxury brands!
TOMORROWS WORLD Even more luxury brands exclusively at Mailbox.
How it co MAILBOX
HOW IT COULD BE Align exclusive fashion brands with a luxury F&B experience.
ould be...
H ES TON B LUMENTHAL EXCLUSIVELY AT
HAVE YOU CONSIDERED SOMETHING DIFFERENT?
Popular
Opportunity to create something different and unique in the Basin.
Reliable Colourful
THE UPMARKET
Dependable
AT M A I L B O X
Neighbourly
Tasty Efficient
Covent Garden Flower Market
Fun
Columbia Road
Every Sunday Captivating Colourful Attractive Great Word of Mouth A Diverse Crowd
Amsterdam
Healthy Local Organic Professional Quality Personal
EXCLUSIVE INDEPENDENT FOOD RETAILERS The mailbox is currently missing a food retail offer. Award winning and exclusive independent food retailers make the mailbox a unique and attractive food shopping destination.
The Ginger Pig: Independent Butchers Shop of the Year.
Food in Fashion...
La Fromagerie: The Best Cheese Shop In The World.
AT
IDENTITY A more contemporary and stylish identity would complement the luxury brands located at Mailbox
BIRMINGHAM
IDENTITY
F I R S T C L A S S R E TA I L
MAILBOX
MISSONI Exclusive to
mailboxlife.com
EXCLUSIVE TO
Hakkasan
H E ST O N B L U ME N T HA L
EXCLUSIVELY AT
EXCLUSIVELY FOR
MAILBOX
BRAND BUTLERS
Serving Is The New Selling It has never been more important to turn your
brand into a service. Jaded, time-poor, pragmatic consumers yearn for service and care.
For Consumers, Time, Convenience, Control, Independence & Localism Are The New Currencies
B I R M I N G H A M
Serving Is The New Selling F I R S T C L A S S D E L I V E RY
LUXURIOUS & POLISHED EVENTS
SUMMER CATWALK SHOW
Supporting the Birmingham Institute of Art & Design
Courtesy of
F I R S T C L A S S D E L I V E RY
Time
Exclusive to
RY FIRST CLASS DELIVE
The Mailbox Movement... is about giving something back and improving the lives of children. Check out all the ways you can get involved at mailboxlife.com
SPONSORED BY
F I R S T C L A S S D E L I V E RY
We are proud to sponsor this weekends performances from The Birmingham Theatrical Group. Visit mailboxlife.com for more information
Sponsor local events and reach out to a new audience
Over 70% of retailers recently surveyed on future technology said they were most excited about mobile commerce.
TOMORROWS WORLD: DIGITAL MEDIA Through the use of innovative technology anticipation can be built before entering the mailbox.
Digital Advertising
Augmented Reality
Iphone/Ipad Application. Mobile retail searches have risen by 181% year on year in the first quarter of 2011
Quick Response Codes
Digital Advertising Pods
Tweet Mirrors Capture images of shoppers which they can study themselves or tweet or post on Facebook
Your On-line Magazine has arrived! Click here to subscribe. Mobile Digital Media Units
PRINTED MEDIA Media campaigns via direct mail, 48 sheets, bus advertising or exclusive magazines.
GUERILLA MARKETING Unique Inspiring Innovative In peoples heads Viral Exciting
Issue No 1
Fun
Exciting
New
Unexpected
Creative
Changing Brands
Clever
Bespoke
Great Publicity
Innovative
Creative Different from the Norm
LUXURY FASHION FOR THE EDUCATED URBANITE
Exclusive to
The Mailbox
Fashion in Pictur es Art Talks Exclusive Inte rvie
w
Upcoming Altaroma 2011 : KM3D-1 and more
mailboxlife.com
AUGUST 2011
The Mailbox
MAILBOX
THE STATUS SYMBOL
Birminghams Finest Retail Destination. An Icon Re-Styled. Fortnum & Mason Liberty
Harrods
Aspire to be and have the best
Selfridges
CAT DEELEY AT
MAILBOX
mailboxlife.com
B I R M I N G H A M
Birmingham is a major City with a very strong retail offer. Many big names have opened in the city in the last few years to put Birmingham firmly on the shopping map propelling it to a position as the best city in the UK for shopping outside London.
The city was able to shake off years of ridicule and the rest of the country sat up and listened to what we had to say. We could now offer a shopping experience as good as anywhere in the UK, and the likes of Harvey Nichols and Selfridges offered the kind of retail therapy to keep even the most demanding ‘It Girl’ happy
Mary Portas
Kevin Breese, General Manager of Harvey Nichols Birmingham
I get to travel around a lot in my job and I always love coming to different cities to see what they have and how stylish they are. I’m a man who loves fashion so it’s great to go to different places and find hidden treasures, and Birmingham is definitely a place for doing that... it has something for Everyone. George Lamb, TV Presenter
Most people don’t know you get amazing Victorian and Georgian architecture, outstanding multicultural food, really cool eclectic art and fabulous designer shops all within a few square miles. These days there is a real creative buzz and vibe about the city. Russell Amerasekera, travel writer and TV personality
Where once the god of commerce was worshipped, the city now bows down to retail. Laurence Llewellyn Bowen
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BIRMINGHAM