Why Space NK is setting its sights on another flagship, this time in Birmingham

Fresh off the back of unveiling its groundbreaking new flagship concept in London’s Oxford Circus earlier this month, Space NK has now opened its largest store outside the capital at Birmingham’s Bullring.

The 4,356 sq ft regional flagship, located on Bullring’s Upper-Level East alongside AllSaints, Coach, Dr Martens and Selfridges, brings the elevated experience of the Oxford Circus store to the Midlands. The new Birmingham location features a dedicated consultation area for makeup and skincare, interactive ‘play tables’ for product testing, and a line-up of premium beauty brands — including makeup names previously exclusive to London.

Designed with copper accents, light wood and soft furnishings, the space mirrors the calm, modern feel of its London counterpart while catering to the region’s growing appetite for experiential beauty retail.

The addition strengthens Bullring beauty's offering, joining the likes of Sephora, Pureseoul, Kiko Milano and MAC.

"This regional flagship is undoubtedly one of the most significant openings to date," said Andy Lightfoot, CEO of Space NK. "We’re thrilled to welcome our Birmingham customers and bring our enhanced store experience to the Midlands."

Paul O’Brien, Director of Leasing & Commercialisation at Hammerson, added: "The opening represents a significant moment for both the destination and the region’s beauty sector, and further reinforces Bullring’s position as one of the leading retail destinations in the UK."

The move comes during a transformative period for Space NK. In July, the premium beauty retailer was acquired by US beauty giant Ulta Beauty - a deal industry analysts see as a potential catalyst for international expansion and operational scale, while maintaining Space NK’s boutique feel.

Founded in 1991 by Nicky Kinnaird, Space NK has spent three decades building its reputation on a curated selection of premium and emerging beauty brands. Under Lightfoot’s leadership since 2019, the retailer has doubled down on store openings in key UK cities, expanding into larger formats and creating more immersive experiences to meet rising demand for curated discovery.

The Birmingham flagship follows the 8 August debut of Space NK’s Oxford Circus store - a statement location designed to "push boundaries" in premium beauty retail. As competition heats up, with Sephora expanding its UK presence, Boots elevating its beauty halls, and Superdrug rolling out ‘beauty playgrounds’, Space NK is working to position itself as the go-to destination for premium beauty.