K-Beauty brand opens first Midlands location at the Bullring
Hammerson has announced that PURESEOUL, a K-Beauty store, will open its first Midlands location at Bullring & Grand Central this September.
The move marks the brand’s second store outside of London.
Located on the middle level of the Bullring, PURESEOUL’s 800 sq ft store will offer a range of over 900 products, including make-up, skincare, and hair care.
The store will feature exclusive collaborations with popular K-beauty brands such as Torriden, NEEDLY, Heveblue, and Beplain.
It will also introduce UK customers to make-up lines like BBIA, Milk Touch, and AOU for the first time.
Toby Tait, director of asset management at Hammerson, said: “We are continuing to broaden the use and purpose of Bullring & Grand Central and the introduction of PURESEOUL demonstrates how we are engaging our customers through regional-first brands. We’re going into autumn and winter with strong momentum and an exciting pipeline of high-profile new openings including Sephora, Zara and the first Blank Street Coffee in the Midlands.”
Leslie Tang, CEO of PURESEOUL, said: “Birmingham is our second biggest market in the UK, despite not having a physical presence up to now, so opening a store in a leading location has long been a strategic goal. We knew we needed a high-profile, impressive space for our regional debut, and we have that and more in Bullring & Grand Central. This is a major milestone for PURESEOUL, and we are eager to open our doors, giving our Korean beauty lovers across the Midlands a permanent space to shop their favourite K-beauty products.”
