Harvey Norman, the global retail giant specialising in furniture, bedding, appliances and technology, is set to soft open its highly anticipated new store at the Gracechurch Centre.

The soft launch, commencing at 11am on Thursday 2 April, offers the local community an exclusive first look at the retailer’s integrated retail concept just in time for the Easter weekend. This opening marks a significant milestone in the brand’s UK growth strategy, building on the momentum from its flagship Merry Hill location.

A new UK headquarters in the West Midlands

Beyond serving as a premier shopping destination, the new Sutton Coldfield location will also function as Harvey Norman’s UK headquarters. This dual-purpose facility establishes a centralised hub for the company’s expanding operations, underscoring the importance of the West Midlands region to the brand’s future.

Lachlan Roach, managing director at Harvey Norman UK, commented on the strategic significance of the launch:

“We are delighted to be opening our Sutton Coldfield store and to be continuing our expansion across the UK. The West Midlands is an important region for our growth, and the Gracechurch Centre provides an excellent location for both our retail offering and our UK headquarters.”

Community partnerships: cupcakes and brass bands

To celebrate the soft opening, Harvey Norman is engaging with the local community through partnerships with independent businesses and organisations.

• Silver Tree Bakery partnership: the first 200 customers through the doors on opening day will receive complimentary cupcakes provided by local independent business Silver Tree Bakery.
• Live entertainment: in collaboration with Visit Royal Sutton Coldfield BID, a standing brass band will perform outside the store, creating a vibrant atmosphere for shoppers.

What to expect at the new store

The Gracechurch Centre location promises to deliver Harvey Norman’s signature “integrated retail” experience, bringing together a wide range of home and lifestyle products under one roof. Customers can expect dedicated departments for:

• Furniture: living, dining and bedroom collections.
• Bedding: mattresses and bedroom accessories.
• Appliances: major kitchen and laundry appliances.
• Technology: the latest in consumer electronics and computing.

Mr Roach added: “We’ve worked hard to create a space that brings together a wide range of home and lifestyle products under one roof, supported by knowledgeable teams and a strong customer experience. We’re also proud to be working with local businesses such as Silver Tree Bakery as part of our opening.”

Grand opening to follow

While the soft launch invites the public to explore the store starting 2 April, an official grand opening event is planned for the coming weeks. This event is expected to welcome VIP guests from across the UK.

Harvey Norman’s expanding UK footprint

Established in 1982, Harvey Norman operates over 300 stores worldwide across Australia, New Zealand, the Republic of Ireland, the United Kingdom, Malaysia, Singapore, Slovenia and Croatia. With the addition of the Sutton Coldfield location, Harvey Norman’s UK portfolio now includes:

• Merry Hill Shopping Centre: flagship store (opened 2024)
• Belfast: Boucher Road and Holywood Exchange
• Sutton Coldfield: the Gracechurch Centre (new UK headquarters)

For more information about the soft launch or to explore product ranges, visit the new store at the Gracechurch Centre starting Thursday 2 April.