Sephora UK is continuing to fuel its retail expansion across the UK with the announcement of its next store at Hammerson’s destination in Birmingham city centre, Bullring.
Bullring follows Sephora UK’s successful store opening in Manchester’s Trafford Centre, and the announcement of two new stores opening in the North East – Newcastle’s Metrocentre and Eldon Square.
The success of Sephora UK is largely due to the brand’s commitment to retail innovation by creating unique and diverse retail experiences that the stores’ “beauty playgrounds” bring to customers, which are rooted in discovery, community, entertainment, and enchantment. Delivering global and exclusive brands that are currently unavailable to purchase within the region, Sephora is set to revolutionise the beauty offering within Bullring by becoming a haven for beauty lovers seeking varied and inclusive curations, expert in-store guidance, a world-class beauty services offering, and a deep sense of community.
The selection of Bullring for Sephora UK’s expansion further endorses the quality of Hammerson’s vibrant city centre destinations and supports the wider strategy to reposition and diversify the offering through new uses including wellbeing, entertainment, leisure and social concepts – in turn attracting new audiences.
Harry Badham, chief development and asset repositioning officer at Hammerson, said: “The signing of Sephora is another strategic milestone for Bullring, as we continue to bring new experiences to our visitors. Sephora was our customers’ most wanted brand and the new store unlocks a significant investment from another high profile occupier with an international following. This is an exciting time for Bullring and demonstrates the demand we have for prime locations and the agility with which we are repositioning our offer.”
