Premium beauty retailer Space NK is to open at Birmingham’s Bullring, with the brand committing to its largest store outside of London at the Hammerson-operated destination.
To be located on the mall’s Upper Level East, adjacent to AllSaints, Coach, and Dr Martens, the 5,500 sq ft store is set to open this summer as its regional flagship.
There will be a dedicated consultation area for make-up and skincare, with ‘play tables’ for customers to sit independently or with a member of the team to explore the store’s wide selection of beauty brands.
Andy Lightfoot, CEO of Space NK, said: “Our Birmingham community has been very vocal in its wish for us to return, [opening] our biggest store outside of London [it will] be our first standalone store in the city centre.”
Last year, beauty sales at Bullring & Grand Central “grew significantly, making it the best-performing category at the destination”, Hammerson said.
It added that the strength of consumer demand was reflected in the opening of Sephora’s West Midlands’ flagship, complete with the brand’s biggest window façade in Europe, and the regional debut of the K-beauty retailer PureSeoul. They added to Bullring’s “existing critical mass of beauty and wellness”, which includes Boots, Kiko Milano, and Selfridges’ beauty and cosmetics hall, alongside Grand Central’s line-up including Kiehl’s, L’Occitane and MAC.
Paul O’Brien, director of Leasing & Commercialisation at Hammerson, said: “Bullring and Grand Central continues to be the place to go for health and beauty in Birmingham. [Our] strategy of creating best-in-class spaces for international brands seeking a flagship presence in destinations that out-perform is evidenced by Space NK’s decision to open their largest store outside the capital”.
Hammerson added that Space NK’s signing “continues a strong run of key new additions to Bullring”, with Zara opening its significantly upsized flagship last autumn and SDMN Clothing opening its first store outside London.
