Hammerson is pleased to announce that Sephora will open at Bullring later this year, bringing another experience led international brand and a market first to Birmingham.
The decision from Sephora to target the Bullring reaffirms Hammerson’s strategy to focus on the flight to quality; with best-in-class occupiers selecting destinations that leverage city centre locations and their catchments.
LVMH-owned Sephora will open the new store on Bullring’s upper level, adjacent to the areas that were repositioned during 2023 and 2024 with the introduction of Bershka, Pull&Bear, M&S and TOCA Social. Sephora has been the most sought-after brand by Bullring customers , having built a reputation for unique shopping experiences and its store’s ‘beauty playgrounds’ which are rooted in discovery, community, entertainment, and enchantment.
Delivering global and exclusive brands that are currently unavailable to purchase within the region, Sephora is set to revolutionise the beauty offering within Bullring by becoming a haven for beauty lovers seeking varied and inclusive curations, expert in-store guidance, a world-class beauty services offering, and a deep sense of community.
Harry Badham, Chief Development & Asset Repositioning Officer, 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.”
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."
The signing comes hot on the heels of a series of new high-profile openings at Bullring & Grand Central this year as Hammerson continues to reposition and enhance the destination. This includes immersive football concept, TOCA Social, a significantly upsized Zara, Swiss watchmaker, Swatch, global footwear brand, Clarks and independent brand Pop Street.
ENDS