Award-winning independent retailer Liquor Store is set to open a second venture next month, with the launch of its womenswear concept. The store will be situated in the heart of Great Western Arcade, directly opposite its menswear counterpart.


Seen as one of the city’s leading independent fashion brands, Liquor Store’s expansion comes after a successful three and a half years in the arcade offering a menswear and lifestyle boutique. The new womenswear store will open in August, offering great quality fashion without designer price tags. Liquor Store Womenswear will focus on the brand’s signature love of denim, with jeans in an array of colours, washes and cuts. There will also be several hand-selected apparel collections, as well as accessories and footwear. Brands on offer will include A.P.C, Levi’s, Lee, Folk Clothing, Levi’s Made & Crafted, Palace, YMC, WoodWood, Filson, Edwin, Nudie Jeans, and Red Wing.

Having first opened its doors in 2012, Liquor Store fast became one of the city’s leading fashion brands, famed for its handpicked and forward-thinking brands. The new store will be located in Unit 13 of Great Western Arcade, a 309 sq ft space that benefits from the arcade’s weekly footfall of 73,000.

“Womenswear is something that we’ve always wanted to offer – there’s a huge need for mid-range original fashion in the city – in fact the Midlands – and we’re hoping to fill that void. The success of Liquor Store Menswear has shown us the desire for our brand partnerships and apparel collections, and we think that it’s time women shared that,” said Phil Hazel, founder of Liquor Store.

“I want to continue building on the Liquor Store brand and I’m delighted that we’ve committed to a new unit and lease at Great Western Arcade; it really is one of the region’s hidden gems. Birmingham has gone through, and is still going through, a renaissance and its fashion offering is stronger than ever so I’m passionate about Liquor Store remaining part of what the city has to offer. Great Western Arcade has been a really successful location for us over the years and they truly champion pioneers of retail,” he concluded.

James Roberts, Centre Manager at Great Western Arcade, added:

“I am absolutely delighted that Great Western Arcade is going to be home to two Liquor store ventures; the current menswear offering remains extremely popular and I have no doubt that womenswear will follow suit. Phil Hazel really is one of the independent retail scene’s stars; he continues to ride the wave of high quality fashion by offering something new and, having survived a turbulent economy, I’m so happy that we’re able to support this new concept.

“I joined CBRE Global Investors at a really exciting time; there is so much happening in Birmingham and both the retail and property markets are on the up. I am dedicated to making sure that amid huge developments and big retailers like Grand Central and The New Mailbox there is still a place for unique retailers like Liquor Store to flourish. They are the lifeblood of the Midlands’ retail economy.”

Liquor Store prides itself on selecting brands that are unique to the marketplace; a mixture of heritage and next generation. Each one has a special story behind them, which is shared with the customers who buy them. Moving away from the on-going trend for disposable fashion, Liquor Store is about high quality brands from around the world, sold at mid-range prices.

Liquor Store womenswear will launch in August and will be available online at and in the new Great Western Arcade 309 sq ft boutique.

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