Hammerson has announced that PURESEOUL will open at Bullring & Grand Central this September, marking the brand’s debut in the Midlands and only its second location outside London. This significant signing aligns with Hammerson’s strategy to diversify and enhance the use of its destinations through innovative brands, first-to-market concepts, and cultural partnerships.
Located on Bullring’s middle level, PURESEOUL’s 800 sq ft store will offer a comprehensive selection of over 900 products across makeup, skincare, and hair care. The store will feature exclusive collaborations with well-known K-beauty brands such as Torriden, NEEDLY, Heveblue, and Beplain. It will also showcase one of the brand’s largest makeup collections to date, with UK debuts from brands like BBIA, Milk Touch, and AOU.
The design of the Bullring store reflects PURESEOUL’s signature blue-hued ‘pure’ aesthetic and includes unique features such as a dedicated wall displaying over 60 different types of sheet masks, and a TikTok display highlighting viral bestsellers from social media. Customers can also enjoy personalised one-on-one skincare consultations from staff specialising in Korean beauty.
Toby Tait, Director of Asset Management at Hammerson, expressed enthusiasm about the new addition: “We are continuing to broaden the use and purpose of Bullring & Grand Central, and the introduction of PURESEOUL demonstrates how we are engaging our customers through regional-first brands. We’re going into autumn and winter with strong momentum and an exciting pipeline of high-profile new openings including Sephora, Zara, and the first Blank Street Coffee in the Midlands.”
Leslie Tang, CEO of PURESEOUL, highlighted the strategic importance of the new store: “Birmingham is our second biggest market in the UK, despite not having a physical presence up to now, so opening a store in a leading location has long been a strategic goal. We knew we needed a high-profile, impressive space for our regional debut, and we have that and more in Bullring & Grand Central. This is a major milestone for PURESEOUL, and we are eager to open our doors, giving our Korean beauty lovers across the Midlands a permanent space to shop their favourite K-beauty products.”
The signing of PURESEOUL follows the announcement that LVMH-owned beauty brand Sephora will open its sixth UK store at Bullring in November, alongside a newly upsized Zara. Other notable openings this year include immersive football concept TOCA Social, Swiss watchmaker Swatch, global footwear specialists Clarks, and the popular Instagram bakery Cinnabon.
