Sephora is opening its next shop in Birmingham as it ramps up its UK retail expansion.
The 4,925sqft store is situated in the city’s Bullring shopping centre and will open before Christmas.
The Midlands-based outlet has been described by the retailer as a “beauty playground”, housing brands across make-up, travel, fragrance, skin care, hair care, grooming and wellness.
In-store services will include skin care treatments from Elemis, Dermalogica and Seasonly.
Benefit, meanwhile, will offer eyebrow treatments and there will be hair styling from Dyson.
This will be Sephora’s sixth store opening since returning to the UK in 2023 after an 18-year exit from the market.
The LVMH-owned beauty giant’s existing locations are in Manchester’s Trafford Centre and London Westfield’s White City and Stratford City shopping centres.
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Two other stores are opening in Newcastle this autumn to further accelerate the retailer’s reach in northern England.
Sarah Boyd, MD of Sephora UK, is “thrilled” to be debuting in Birmingham this winter.
“We have once again harnessed the power of listening to our customers to shape our expansion plans around the UK, and the appetite that our beauty community in Birmingham made was profoundly powerful,” said Boyd.
“The demand we have seen on social media and customer enquiries, particularly on the back of the Manchester opening and Newcastle announcements, has been phenomenal.”
This announcement follows Sephora launching a new tier-based loyalty programme for UK customers.
The aim is to strengthen its position with a scheme that rewards shoppers for engaging with the brand.