Sephora’s next UK store destination is Birmingham’s Bullring, with doors set to open in Winter 2024.
Sephora UK’s regional expansion is growing fast with a recent opening in Manchester’s Trafford Centre, and the announcement of two new stores opening in the North East – Newcastle’s Metrocentre and Eldon Square.
“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,” said Sarah Boyd, managing director, Sephora UK.
“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 location in Winter 2024.”
Customers can shop from a selection of brands available across makeup, travel, fragrance, skincare, haircare, grooming and wellness. The latest store will also provide in-store beauty services.
Beauty buyers in the Midlands should also become familiar with Sephora UK’s new MySephora Loyalty Programme, which launched earlier this month. This new tier-points based loyalty program is designed to engage and reward Sephora UK’s community through benefits such as deluxe birthday gifts, upgraded delivery proposition, and early access to brand events and sales.
Learn more about Sephora in an exclusive interview with Alexandre Meerson, chief digital, data and technology officer EMEA, Sephora, as part of the RetailX Global Beauty 2024 Report.
Meerson spoke to Emma Herrod about the beauty retailer’s approach to omnichannel and personalisation.
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