Sephora expands deeper into the UK with its sixth premium store opening

Sephora is set to open a new physical store in Birmingham’s Bullring this winter – its sixth store in the UK.

This comes after the beauty giant opened its first store outside London in Manchester’s Trafford Centre in May and announced two new stores in the North East at Newcastle’s Metrocentre and Eldon Square.

Sephora exited the British market in 2005 due to increased competition but returned with its first bricks-and-mortar store in London’s Westfield White City in March 2023. 

Sarah Boyd, managing director, 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 on social media and customer enquiries, 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 Birmingham customers in the iconic Bullring in winter 2024.” 

Harry Badham, chief development and asset repositioning officer at property giant 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.”