Watch: We chat to Sephora boss on Birmingham store's opening day as thousands queue overnight

Thousands gathered for Sephora's grand opening, with hundreds queueing overnight to be first inside.

The atmosphere was electric, as shopaholics celebrated with music and cheers in anticipation of the Bullring's latest attraction.

Birmingham's Bullring is once again drawing attention from top retailers.

Ms Boyd, managing director, Sephora UK, said: “Well, Sephora has come to Birmingham, folks. We've opened our first store here, and we are so excited to be in the Bullring. 

“The reception has been absolutely off the chart. I've spoken to so many people in the queue who have been here with friends for their birthdays, with family members, for anniversaries, all sorts. And it's been a really fantastic vibe.

“So I first came to Birmingham around two years ago to scope out the perfect location for a Sephora. Birmingham has such an incredible diversity of community, an incredible beauty community and beauty spirit and such an enormous population that we're all screaming out on social for Sephora to be here.

“Sephora is going to bring fun. It's going to bring inspiration. It's going to bring the magic and the energy and all of the enthusiasm needed to make this an incredible store and a hugely exciting experience for everyone that comes through the doors.

We spoke to people in the queue about why they love Sephora.

Nisha: said: “I decided to queue up for this event today because I'm so excited for the big opening of Sephora in Birmingham.”

Katie added: “I've never been to an opening of something before, so I'm quite a fan of Sephora. So, yeah, I was really excited to come and see how they were going to sort of work the crowd.”

Catina said: “I queued up for this event because I feel like it's going to be a very big like event for Birmingham City itself.”

Zara is set to open two new units this week, and recent additions like Sweet Joes, Pure Seoul, and the Sidemen store are revitalising the Bullring.

The event has infused the Bullring with excitement, as Sephora's arrival strengthens Birmingham's position as a prime destination for exclusive brands and immersive shopping experiences.

Watch our footage showing thousands lining up through the streets of Birmingham ahead of the store opening at 10am today here.