International baby and parenting retailer, Ebebek, has signed for its first location outside the South East, marking a significant milestone in the brand’s UK expansion strategy.

The retailer has secured a prime 9,689 sq. ft unit at Merry Hill, one of the UK’s leading shopping and leisure destinations owned and operated by Redical. The new location will strengthen Ebebek’s growing retail footprint and forms part of the company’s wider plans to expand across key UK markets throughout 2026 and beyond.

The store, located in the Lower Mall, will stock a range of specialist baby and parenting products from a variety of leading brands, spanning car seats, pushchairs, furniture, clothing, toys and feeding and weaning products.

Since entering the UK market, Ebebek has continued to invest in both its physical retail presence and omnichannel offering.

Merry Hill was selected for its strategic importance in the West Midlands, given its diverse demographics and high concentration of young families and parents, making it an attractive location for continued growth. Following Redical’s acquisition of the asset earlier this year, Ebebek’s signing signifies continued confidence in Merry Hill as it enters a new chapter under new ownership.

Commenting is Faruk Giray, UK Country Director at Ebebek. “The signing of our Merry Hill store is another exciting step forward in our UK growth journey. As we continue to invest in the UK market, our focus remains on bringing Ebebek’s unique retail experience closer to families across the country.

“The West Midlands represents a key region for us, with a strong and growing community of parents seeking trusted baby and parenting products. Merry Hill offers an excellent opportunity to connect with these families in a well-established retail destination, and we look forward to becoming part of the local community.”

For further information on Ebebek, please click here.