Rituals to open premium boutique in Birmingham
Rituals Cosmetics, the luxury bath, body and home brand, is to open its first “premium” boutique outside of London at Birmingham’s Grand Central shopping centre.
Due to launch this month, the 1,620 square foot store will be situated next to Hobbs, Jo Malone and MAC and will stock the brand’s collection of bath, body and home care products, as well as precious mineral make-up, pure tea, and yoga and soul wear.
As well as products, Rituals will provide a free mini ‘Slow Down’ meditation service in store for customers.
Designed by an in-house team, the interior will feature a cherry blossom tree centrepiece and dark wood fittings that reflect the brand’s luxury Eastern influence. As part of the premium experience, the boutique will also have a spacious lifestyle area for customers to sit, relax and enjoy a complementary Rituals hand and arm massage and pure tea.
Penny Grivea, managing director of Rituals Cosmetics UK and Ireland, said: “We are delighted to be opening our first premium boutique outside of London in Grand Central, Birmingham. Rituals are continuing to drive the brand in the UK through extensive expansion plans, strengthening their position in the beauty and wellness category regionally whilst ensuring we are one of the leading premium lifestyle and beauty brands.”
Having launched in 2015, Grand Central is home to brands such as John Lewis, Jo Malone, The White Company, Cath Kidston, Hobbs, MAC and Joules.
Iain Mitchell, commercial director at Hammerson, said: “Rituals Cosmetics is a great addition to Grand Central’s collection of premium beauty, fashion, and accessories brands. The signing is a key milestone in our strategy to create an offer that reflects Grand Central’s dual role as a transport hub and a day-out destination.”
