Birmingham's shoppers will see a new addition to the high street this winter as one of Shrewsbury's most popular boutique stores opens its doors in the city for the first time.

Following a period of year on year growth since its establishment in 2006, the aptly named Wysteria Lane has launched a new store off of one of the UK's busiest highstreets in the Pavilions shopping centre, having received funding from Birmingham Council's Working Neighbourhoods Fund.

Taking advantage of the help and support offered by Birmingham City Council and its Retail Development programme, Wysteria Lane appeals to women of all ages, specialising in lifestyle luxuries, selling clothing, jewellery, gifts, homeware and accessories.

The store is one of over 100 businesses in the region which have benefited from the Retail Development programme, 37 of which are new start ups. 

As part of the Working Neighbourhoods Fund, the Retail Development Programme provides help and support to independent retailers wishing to set up or expand within Birmingham, inturn encouraging inward investment and further economic growth within the city.

Michelle Jamie, proprietor of Wysteria Lane said: "Earlier this year we were approached by Birmingham City Council and asked if we'd like to open a store in the city centre. Representatives from the Council took us on a tour of the city, suggesting locations which they felt would be suitable for the third of many Wysteria Lane stores.

"We fell in love with the Pavilions immediately; its unique feel and central location would provide a perfect setting for our new store. Once the contract was signed we were given a grant of £10,000 as part of the Retail Development programme to put towards rent, rates, marketing, fixtures and fittings.

"Without the Council's support we would have found opening our third store incredibly difficult, especially in today's economic climate. However, we are now well on our way to positioning Wysteria Lane as an everyday high street brand."

Nigel Godfrey, Business Manager at Birmingham City Council said: "We're thrilled to have been able to bring Wysteria Lane to the bustling high streets of Birmingham. The shop is truly unique in its offerings and we're positive that it will be welcomed with open arms by the city's shopping community.

"Birmingham City Council is unique in its offering of support to independent retailers, as highlighted in the recent Retail Week conference which was held in Birmingham and strives to identify unique independent retailers that would add to the Birmingham wide shopping experience."