Footasylum is to upsize its flagship store at the Merry Hill mall with the shoe and streetwear retailer set to triple in size, from 3,000 sq ft to 10,000 sq ft.

Having operated in Merry Hill for several years, the bigger store is “building a strong foundation of loyal customers, establishing the brand as a household name in the West Midlands”.

The upsizing combines its original unit with the adjacent space “to create a more modern and engaging shopping experience”.

The retailer said shoppers will benefit from faster checkout times through the introduction of a new mobile payment system, “with digital playing a key part in enhancing the overall aesthetic of the store through the use of digital screens”.

The store will also have an extended range of men’s and junior apparel and footwear, as well as the introduction of Footasylum Women’s, which will see the retailer offer leading brands such as Nike, Adidas, Monterrain, Forena and Zavetti Canada.

Alistair Winning, asset manager at operator Sovereign Centros from CBRE, said: “Footasylum is the latest in a long line of top-quality brands that have invested in Merry Hill, and this upsize from a tenant that has been with us for many years shows just how profitable the centre is. 

“They are in the heart of the scheme, with the likes of Nike Unite, Skechers, and Schuh nearby, and their combined success is vindication of our approach to clustering in this category.”

Shannon Osman, head of Retail at Footasylum, added: “With a strong and loyal customer base in the West Midlands, we are delighted to provide them with an elevated in-store shopping experience that reflects our commitment to excellence.”