Selfridges unveils expanded beauty destination at Birmingham store
Selfridges has opened its newly transformed and expanded beauty destination at its Birmingham store.
Spanning 30,000 square feet, the space is now the largest beauty hall in the UK outside of London.
Customers can discover 160 brands, 30 of which are exclusive to the city, and benefit from the advice of over 300 in-store beauty experts. The transformation has also added 37 new counters.
Brands offered include the likes of Charlotte Tilbury and Pat McGrath, as well as Victoria Beckham Beauty, which will be new to the store. Other new counter concepts include Lisa Eldridge, Hourglass, Fenty Beauty, Benefit, Morphe, Kylie Cosmetics and Sol De Janeiro’s first-ever UK counter.
Subscribe to TRBThe renovation, which boosts the store’s beauty retail space by 20%, is being launched in two phases. The first has included the opening of a Beauty Workshop dedicated to niche, experimental and founder-led brands across skin, body, colour and haircare. More than 55 brands are showcased here including Gisou, ColourWow, Tatcha, K18, Erborian, Axis-Y and Wonderskin.
This will be followed by the launch of a flagship fragrance hall in November that will be home to 65 brands. It will also be the exclusive Birmingham stockist of names such as Loewe, Le Labo, Maison Francis Kurkdjian, Parfums de Marly, Maison Crivelli and Mind Game.
As part of Reselfridges, customers will be able to shop the retailer’s circular offering of refillable, reusable products from over 60 brands, including Suqqu, Dior, MAC, Guerlain, Le Labo, Ouai and Aesop.
The beauty hall will also offer 210 services ranging from on-counter colour consultations through to exclusive expert-led treatments.
Sam Watson, Selfridges Birmingham store director, said: “For more than twenty years, Selfridges has been at the very heart of Birmingham’s beauty community.
“This renovation broadens our beauty offer with even more exciting and exclusive brands, innovative experiences and the very best team, here to offer inspiration, solutions and expertise.
“By increasing the space dedicated to Beauty in Birmingham, our customers now have even more reasons to spend time with us in store, with new products and services to discover every time they visit.”
