Sephora to open in Birmingham as it continues UK expansion

Sephora is continuing its retail expansion across the UK with plans to open in Birmingham city centre later this year. 

Expected to open this winter, the new store will attempt to bring an "unparalleled" shopping experience to the heart of the Midlands at the Bullring shopping centre in Birmingham.

The new location was selected following an influx of requests and enthusiasm across the retailer's social media platforms.

It is set to "revolutionise" the beauty offering within the Bullring, becoming a "haven" for beauty enthusiasts seeking "varied and inclusive curations, expert in-store guidance, a world-class beauty services offering, and a deep sense of community".

Similar to its existing UK stores, the space will boast an extensive selection of products across makeup, skincare, haircare, fragrance and wellness, including a line-up of exclusive brands.

This includes Glossier, Makeup by Mario, GXVE by Gwen Stefani, Haus Labs and Sephora Collection, amongst others.

It will also feature in-store beauty services from the likes of Elemis, Dermalogica, Seasonly, Benefit Cosmetics and Dyson.

Sarah Boyd, Managing Director at 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, 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 customers in the iconic Bullring in winter 2024."

The news comes as Sephora plans to open additional stores across the UK, including not one but two new stores in the North East at the Metrocentre in Gateshead and Newcastle's Eldon Square.

It also recently opened the doors to a new flagship at The Trafford Centre in Manchester, marking the global beauty retailer's debut in the North of England and third location in the UK.

The selection of the Bullring for Sephora's UK expansion aims to further endorse the quality of property development and investment firm Hammerson’s vibrant city centre destinations.

Harry Badham, Chief Development & 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."

Sephora originally left the UK market in 2005, having opened a handful of stores. In 2021, as a prelude to its return, the retailer acquired Feelunique in a £132 million deal

It then took over Feelunique's former website and launched in the UK online in October 2022, later opening stores at Westfield London in March 2023 and Westfield Stratford in November 2023.