Sephora to open at Birmingham’s Bullring centre

Sephora UK is continuing its retail expansion across the UK with the announcement of a new store at Hammerson’s destination in Birmingham city centre Bullring later this year.

The success of the beauty retailer 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. 

Delivering global 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 customers seeking varied curations and expert in-store guidance. 

Sarah Boyd, managing director Sephora UK, said: “We’ve 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. 

“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, and we are thrilled to announce that we will be welcoming Birmingham customers in the iconic Bullring in Winter 2024.” 

Customers will be able to shop from a selection of brands available across makeup, travel, fragrance, skincare, haircare, grooming and wellness. In addition, customers can purchase “viral” beauty products from the likes of Glossier, Rare Beauty, Kayali and Glow Recipe, along with Sephora’s own brand collection. 

The latest “beauty playground” will also provide in-store beauty services for an “immersive” experience. From quick fire on the go treatments to a full hour complete “glam look”, Sephora’s team of beauty advisors will offer an array of bookable services across makeup, skincare, hair and brows.  

Customers in the Midlands will also become familiar with Sephora UK’s new MySephora Loyalty Programme, which launched in July 2024. This new tier-points based loyalty programme is designed to engage and reward Sephora UK’s community base through benefits such as birthday gifts, upgraded delivery proposition, and early access to brand events and sales. 

Harry Badham, chief development and asset repositioning officer, 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.”