Beauty retailer brings the glam to Birmingham with store opening

Sephora UK has opened its latest store in Birmingham’s Bullring & Grand Central, its first location in the West Midlands and sixth in the UK.

The new store features Sephora’s largest European storefront, with a 26-meter-wide wavy window display.

Anticipation for the 10 a.m. opening was high, with customers lining up from 7 a.m. to claim one of the 500 goody bags available to the first visitors.

The event included a parade with Bollywood dancers, Bhangra drummers, Caribbean festival performers, and Birmingham City University’s cheerleaders.

Inside, Sephora Birmingham offers a selection of beauty brands, along with spaces for customers to try products and get advice from beauty consultants.

Sarah Boyd, managing director at Sephora UK, said: “We are thrilled to finally open the doors to our long-anticipated Sephora Birmingham store within Hammerson’sBullring & 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, said: “As our customers’ most requested brand, Sephora’s launch at Bullring & 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.”