Major US beauty chain store confirmed to open in Bullring Birmingham, replacing closed Victoria's Secret

Lingerie giant Victoria’s Secret, renowned for its popularity with celebrities, opened amid fanfare in Birmingham in December 2014.

The closure of the popular flagship store at the Bullring shopping centre in Birmingham in March 2024, after almost a decade of operation, surprised many.

The store had been a mainstay in the shopping centre since it opened nine years ago in the Upper Mall West.

However, after months of speculation, it has been confirmed that a new giant retail store is set to take over the vacant 4,925 square foot space on the upper level of the Bullring shopping centre.

The store, part of a well-known beauty brand’s ongoing UK expansion, is slated to open in ‘winter 2024’, although a specific date has not been announced.

The new store, Sephora, will offer a wide range of products across various categories including make-up, travel, fragrance, skincare, haircare, grooming, and wellness. It will deliver global and exclusive brands that are currently unavailable to purchase within the region.

Popular beauty products from brands such as Glossier, Rare Beauty, Kayali, and Glow Recipe will be featured, in addition to Sephora’s own high-quality brand collection.

In addition to retail, the store will provide in-store beauty services, ranging from quick treatments to complete ‘glam look’ sessions, all bookable across make-up, skincare, hair, and brows.

The store, owned by LVMH, will be located next to areas repositioned during 2023 and 2024 with the introduction of Bershka, Pull&Bear, M&S, and TOCA Social.

Harry Badham, Chief Development & Asset Repositioning Officer, Hammerson, said: “The signing of Sephora is another strategic milestone for Bullring, as we continue to bring new experiences to our visitors. Sephora was our customers’ most wanted brand and the new store unlocks a significant investment from another high profile occupier with an international following. This is an exciting time for Bullring and demonstrates the demand we have for prime locations and the agility with which we are repositioning our offer.”

Sarah Boyd, Managing Director, Sephora UK said: "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. 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 in Winter 2024."

The store’s signing follows a series of high-profile openings at Bullring & Grand Central this year as Hammerson continues to enhance the destination, including TOCA Social, an expanded Zara, Swatch, Clarks and independent brand Pop Street.