From City to Coast: What Brighton's Local Hero Tells Us About Retail Right Now

If there's one thing we've learned running rotating spaces across the UK, it's that exciting retail isn't just happening on the high streets anymore. It's happening in the towns and cities that brands used to skip. Let’s take a look at Local Hero, our space with Ingka Centres at Churchill Square in beachy Brighton.

A Different Kind of Launchpad

Local Hero opened with Eterna as its first resident, giving Brighton shoppers a taste of what an ever-changing retail space could look like in the heart of Churchill Square. Since then, the space has welcomed a lineup of brands who all share one thing in common: they wanted to meet their customers somewhere other than a big city flagship.

Right now, that means Ana Chic, a Brighton-born label turning hand-crochet into wearable art. Every cardigan, vest, jumper and bag is made entirely by hand by women artisans in Anatolia, using organic cotton and stitching techniques passed down through generations, with each piece taking days rather than minutes to finish. Pieces are made in small batches by hand, so what's on the rail today won't necessarily be there next month. Come see the granny-square patterns and sunflower motifs in person and you'll understand why Ana Chic's customers keep coming back for their next find.

Why Brighton, Why Now?

For years, the assumption in retail was that a brand had to "make it" in London before anywhere else counted. That's changing. Shoppers outside major cities are just as hungry for brands they've discovered online, and they're often more loyal once a brand shows up in person. Coastal cities and regional towns are becoming genuine testing grounds and independent brands are increasingly choosing to launch there first.

That's really the whole idea behind Local Hero: a space designed to give brands direct access to a community of shoppers, without the overheads or long leases that used to make physical retail a risk. For Brighton, it means a constantly refreshed lineup of brands to discover. For the brands themselves, it's a chance to learn what works before they scale.

What This Means for the Future

We think this is only the beginning of a bigger shift: independent brands treating regional and coastal cities as destinations, not detours. Expect to see more brands testing the waters in places like Brighton before deciding where to plant roots.

Come Say Hello!

Next time you're in Brighton, swing by Churchill Square and see Ana Chic at Local Hero!