Little-known retailer takes on ex-M&S store as locals say 'right direction’

A mixed reaction has been given to news a new department store is opening in a former M&S in Sutton Coldfield – with some welcoming the news but others saying it won’t last. BirminghamLive reported that homeware and electrical seller, Harvey Norman, billed as ‘Australia’s John Lewis’ is to open in the former Marks and Spencer’s unit at the Gracechurch Centre which has remained empty for almost five years.

The deal has been brokered by former John Lewis chief and now West Midlands Mayor, Andy Street, who has been ‘integral’ in bringing the Aussie brand, which has 320 shops worldwide and has sales of 10 billion Australian dollars or around £5 billion a year to the mainland UK.

The chain has two units in Belfast in Northern Ireland but is about to venture to England and more specifically to the West Midlands with a shop at the old Debenhams at Merry Hill and at Sutton’s Gracechurch. It hopes the region will be a staging post for expanding elsewhere across the country.

Read more: Retail giant set to open new store at ex-M&S site in town centre

Harvey Norman CEO, Katie Page, spoke with Mr Street on a walkabout in Sutton Coldfield and seems to have been persuaded on the benefits of opening in the West Midlands rather than elsewhere in England, with Sutton set to be the firm’s UK headquarters as well as one of two new shops in the region.

Mrs Page said the Gracechurch Centre ‘needs love’ but believes it can prosper. She said: “Here we are in Gracechurch. This needs love. But I can see that with love and people like us coming as brands to Sutton Coldfield and Gracechurch, it could be anything really. The demographics are great. “

Mrs Page said Harvey Norman was ‘strongly middle, but middle upper’ and believes the forays into Sutton and Merry Hill fit the bill. She said: “Merry Hill first landing point – why?

“Merry Hill is an opportunity that arrived because Debenhams disappeared from that site. They had a great site there. Again had a look at the demographics – again we’re strongly middle as a brand but middle upper.

“And that Merry Hill shopping centre is very successful. It’s a different catchment to where we are standing today but again very much a Harvey Norman catchment. They have great visitation.

“Again it’s a site that I think is perfect for Harvey Norman. I am trying to get three, four, five sites in West Midlands as my stake. And then when that’s successful and I think we will be successful we will expand out from there.”

Read more: New image at what revamped shopping site will look like as plans backed by firms

She said the firm had looked to expand into the UK before but the global financial crises around 2008 and then Covid in 2020 had set the plans back. She said: “So I’m actually five years behind in what I wanted to do here.

“So then get on a plane as soon as Covid’s finished. Start looking around this market. I was looking at different places.

“And West Midlands to me is so similar to what we’ve got in Australia. With demographics, with GDP. The name Harvey Norman is very English isn’t it so that fits in well."

She continued: “I did the comparison on your population here and another country we’re in, New Zealand. New Zealand’s got a population of five-and-a-half million not dissimilar to what you’ve got here. I’ve got 40 stores in New Zealand. So what can I do here?

“The opportunity here for our brand. The more I spent time in West Midlands, not just in Birmingham city but the surrounds, this place is extraordinary.

“It’s like, people might talk Manchester, Liverpool, other places but I see this as the centre of the UK outside of London. And maybe it’s a pair of fresh eyes coming in and having a look at all the work that has been done here. And what’s going to happen in the future.” She also referenced HS2 which she said would make Birmingham a hub for the UK from 2030.

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But readers reactions to the new Harvey Norman store in Sutton were a little mixed. Marguerite Appleton said: “Good news!” And Paul Lynex said: “Hopefully the start of many coming back to Sutton.”

While Ian Dunsford added: “Just had a look on their website. Looks interesting. Sutton hasn’t had a decent, general, electrical retailer for ages.” Liz Carter said: “Sounds promising.”

Colin Wright said: “Good luck to Sutton Coldfield. Always used to be a good shopping area before internet shopping undermined it. Needs more investment and shops opening. This is a step in the right direction.” And Andrew Price said: “Better than nothing. Seems to provide similar fare to John Lewis and that seemed to be fairly popular in various places.

“I know they closed a few shops but lets see how it goes. It will surely bring a few more people in and could set things in the right direction.”

Read more: Willy Wonka-style chocolate shop and factory to open in former Co-op

But Iain Stewart said: “I give it one year then shut.” Ar Ron said: “This won’t last long in Sutton.” While Samantha Harwood said: “I give it five minutes. Move with the times, get shops people use Home Bargains or Primark.”

And Simon Bayliss said: “When I go into my local shopping centre, I don't go to buy a bed, chair or TV every weekend, I go to look to treat me or my kids to something.

“If I wanted something like this I'd go to the shop specifically making it not increasing passing trade or footfall in Sutton Coldfield as such or my interest into going into my local town any more than I normally do.”