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Sephora UK has opened a new beauty retail destination in the West Midlands’ shopping heartland, Birmingham’s Bullring and Grand Central.
The latest beauty store from the retailer is the sixth store to open in the UK as well as the first in the region. The new store in Birmingham is a “true brand statement”, revealing the biggest Sephora window facade in Europe spanning 26 metres and featuring a wavy design.
On the opening day, the retail brand had a procession of grand opening moments, starting with a parade that paid homage to the Birmingham community. Local Bollywood dancers, Bhangra dancers and drummers, street dancers, Caribbean festival dancers, and members of the Birmingham City University cheerleading squad were participants in the parade, who danced and performed to the front of the store until the shop opened.
For the opening morning, Bullring and Grand Central saw over 2000 customers queue outside the Sephora store with many more shoppers expected to come in the coming weekend.
Sarah Boyd, managing director, Sephora UK, said: “We are thrilled to finally open the doors to our long-anticipated Sephora Birmingham store within Hammerson’s Bullring and Grand Central centre, and to mark a true brand moment with our biggest window facade in Europe.
“The appetite for our opening from this rich and diverse community has been electrifying and energetic, and it was important for us to honour them with a grand opening procession that celebrated the vibrant people of this city. We are looking forward to welcoming ‘Babs’ from across the city and the region to a beauty space that feels distinctly theirs.”
Katy Letch, head of leasing UK at Hammerson, added: “As our customers’ most requested brand, Sephora’s launch at Bullring and Grand Central creates even more reasons to visit the destination, amplified further by a range of popular names in beauty exclusive to the Bullring store. It is this constant engagement with our visitors, paired with the creative repositioning of our offer, that maintains demand from both customers and leading brands alike.”
