Surprise rural Boots with huge beauty hall luring in shoppers from hour away and here's why

A revamped Boots store in the rural outskirts of Birmingham is attracting shoppers driving over an hour and more than 40 miles away after it went “big on beauty”. The huge transformation of Boots’ Tamworth Ventura store has seen over 30 new premium brands and sought-after products added in store - from Chanel to K-beauty favourite Laneige and Kylie Jenner’s Kylie Cosmetics.

Staff at the Ventura Retail Park’s store, amid Staffordshire countryside off the M42 at Junction 10 , have been stunned at how its beauty hall is now luring in customers from bigger cities and towns. Keen shoppers from Birmingham and even Leicester are heading there to enjoy free parking and spacious new beauty counters offering free expert advice.

There’s also a new pharmacist with private consultation rooms to give travel vaccinations and other healthcare services, an optician, mother and baby products and a hearing care centre all under one roof. Redesigned in recent months, the Tamworth Ventura Boots store is selling premium brands including Rihanna’s Fenty Beauty, Inkey, The Ordinary, luxury haircare brand Kerastase, Quai and SPF products Ultra Violette.

Some of the newest sought-after products to arrive are by Supergoop!, Aveda, MILK, Phillip Kingsley, Bumble & Bumble, Caudalie, Elemis and ESPA. Boots said the store has undergone a “significant transformation”, which was designed to “elevate the customer experience with a modernised beauty hall and improved healthcare services”.

Penny-Mae Aldhouse is one of the Tamworth store’s Boots Beauty Specialists who said there was a noticeable change to the store after the refit. “Half of the store is essentially beauty products and fragrances now,” added Penny-Mae. “It feels a lot different but I love it.

“Some people have come over and said they can’t believe it now stocks products like NARS here and they don’t have to go to a big city centre to get them as they’re on their doorstep. It’s such a big change and there are so many popular products including many premium hair brands. There’s a large Chanel counter and the Aveda stand also offers free scalp analysis.

“A lot of people are drawn to the Erborian products especially the Red Correct, which is good for those with rosacea. There’s just so much here now.”

Debbie on the Chanel counter, who worked for many years in Birmingham city centre, is one of three experts offering advice to customers. “This store caters for everything in terms of Chanel, we event sell limited editions,” explained Debbie.

“It’s a really lovely store here in Tamworth and we are seeing customers from as far away as Leicester venturing over here instead of going places nearer them. There’s Fosse Retail Park but it seems they’d rather come here. There’s shoppers from Lichfield and Sutton Coldfield too.

“There’s not much that we haven’t got in this Boots that Birmingham has, and you can park right up outside for free.”

Over 80% of the population lives within 10 minutes of a Boots store, according to the company that is investing significantly in its store estate. It is rapidly refurbishing its biggest and best health and beauty stores like the Boots at Tamworth Ventura.

Sue Prince, Store Manager, Boots Tamworth Ventura, said: “The new Boots Tamworth features the best of Boots, with big name brands and specialists across Estee Lauder, Benefit, Clinique, Liz Earle, Elemis and Aveda which has modernised our beauty offering, alongside a super-helpful and knowledgeable team of Boots Beauty Specialists .”

Where is the popular Tamworth Boots store and its beauty hall?

The Boots Tamworth Ventura store can be found at Ventura Retail Park, Tamworth, B78 3JD. It is near the M42 and M6 Toll. It is open Monday – Friday 9am – 8pm, Saturday 9am – 7pm and 10am – 4pm on Sundays.