Hammerson's strategy was to create a combination of big-name retailers at the new centre, including a number of international retail banners fairly new to Britain. The merchandise mix has strong emphasis on fashion and is slightly higher-end than the average for Reading's main street shops. Peter Cole, the development director for Hammerson said "We were looking to bring in a retail mix that would enhance what was already there – we wanted to get the right caliber retailers to suit the slightly higher-end shopping demographic of the area."