Ellandi Signs Off #Indi2016 With BIRA Tie Up to Boost Independent Retailers

Posted by Ellandi on 25th Jan 2017
To mark the end of their successful #Indi2016 initiative, leading Community Shopping Centre Investor Ellandi has teamed up with The British Independent Retailers Association (BIRA) to offer independent retailers within Ellandi’s 31 shopping centre portfolio a 20% discount on BIRA subscriptions. 

#Indi2016 was a social media based campaign to promote one independent retailer from the Ellandi portfolio on every single day throughout last year. 365 occupiers were highlighted on Ellandi’s Facebook and Twitter channels in addition to their local shopping centres; paid for Facebook “boosting” increased the reach of the posts by over 700%. 

During the year, the initiative was also supported by REVO and the Great British High Street Awards. 

The initiative helped to raise the profile of existing local favourites in addition to new entrepreneurs starting out in business. Keeley Smith, owner of Kacey’s Plaice in Stockton, appreciated the initiative, “Being heavily promoted, both on a local and national level, the day after we opened was fantastic! The online presence helped boost footfall into the shop from customers who hadn’t visited Castlegate to see our new shop yet.” 

“The landlord, Ellandi, also shared my story about how I came from fighting for my life after two cardiac arrests and a triple organ failure, to opening my own shop in my hometown which I was greatly appreciative of as I want people to know how you can overcome anything if you put your heart to it.” 

At Parkway, Coulby Newham, Craig Housbey, who trades as CH Watch Repairs added, “The #Indi2016 has been great, it’s another opportunity to get your brand out there and it feels like the Landlord really cares about how independent traders perform. We rely on support from the centre manager and the landlord to become successful and I definitely feel I get that support locally, but also on a greater scale with Ellandi. Thanks for the support and looking forward to another successful year.” 

Mark Robinson, Ellandi’s Property Director commented, “Independent retailers are the heart and soul of local communities, providing that point of difference and often excelling at customer service. High street legends such as Tom Singh of New Look and Julian Dunkerton of Superdry started with a single shop and then built world class businesses - hopefully one of our #Indi2016 occupiers could go on to do the same?” 

Sarah Arnesen, Head of Marketing, PR & Events at BIRA, added “BIRA is proud to be supporting and working with Ellandi to bring their #Indi2016 campaign to a close by offering ongoing support and essential business benefits to independent retailers within the Ellandi network.” 

“The #Indi2016 campaign saw Ellandi highlighting independent retailers within their shopping centre network and supporting them to become stronger. This is something that BIRA champions 365 days a year, and it is great to see a landlord supporting their independent retailers in this way.” 

“It is our goal as the leading membership organisation for independent retailers in the UK to make every BIRA member feel supported, informed and inspired. There is without doubt strength in numbers. We look forward to working closely with both Ellandi and their independent retailers during 2017 and beyond.” I

n 2017 Ellandi will be launching #Value2017, an initiative to reduce the occupational costs of the tenants across its 2,000 unit portfolio. Robinson added, “2017 will be a year of opportunity, but we all recognise that the cost pressures on our occupiers are increasing.  #Value2017 will focus on reducing occupational costs in insurance, rates and service charge and we look forward to working with our retailers large and small to achieve this.”

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