​Big beauty firms continue to open statement stores at key UK destinations with Superdrug now choosing to “significantly upsize” at Merry Hill. 

It’s set to double its footprint to 16,000 sq ft at the West Midlands mall creating the brand’s biggest UK store to date.

Planned to open in Q2, Superdrug’s recommitment to Merry Hill is the latest in a series of leading brands to “significantly invest” in the centre, with operator Sovereign Centros/CBRE noting a 3% year-on-year sales boost in the beauty category.

It follows M&S’s 100,000 sq ft flagship store opening in November, which also includes a strong beauty element, while Superdrug sister value beauty brand Savers opened a 5,000 sq ft unit last year, also its largest in the UK so far. 

The upsized Superdrug store will feature a more extensive range of the latest beauty products, as well as access to treatments such as ear piercing, manicures, and eyebrow threading.

Clare Jennings, property director at Superdrug, said: “This year, we will continue our programme of refurbishing stores, acquiring new sites and expanding existing stores, with Merry Hill selected as the site for one of our largest Superdrug stores in the UK. 

“Choosing Merry Hill for this expansion was ideal, given its strong mix of health and beauty retailers and its position as a super-regional hub in the West Midlands. It’s the perfect location to grow our store and continue serving our loyal Merry Hill customers.”