Today, Sephora UK opened its latest beauty retail destination at Bullring & Grand Central in Birmingham, marking its sixth UK store and the first in the West Midlands. The new 4,925 sq ft store features Europe’s largest Sephora storefront, spanning 26 metres with a unique, undulating design that catches the eye.
From as early as 7 a.m., excited customers gathered to await the 10 a.m. opening, with Sephora delivering a lively celebration to mark the occasion. The festivities included a performance by drag MC Don One, music by local DJ SOULQU3ST, and refreshments from partners like Soho Coffee, Bubbleology, Boost Juice, and Cano Water. Attendees enjoyed a grand parade featuring local talent, including Bollywood and Bhangra dancers, street dancers, Caribbean festival dancers, and the Birmingham City University cheer squad.
The store’s grand opening was launched with a dramatic kabuki curtain drop, unveiling the Sephora window led by Sarah Boyd, Managing Director of Sephora UK, along with Guillaume Motte, Sephora’s CEO & President, and Sylvie Moreau, President for Sephora Europe and Middle East. To conclude the festivities, the Birmingham team performed the Sephora Beauty Advisor “BA dance,” before the ribbon was cut, officially opening the store to eager shoppers.
In a full opening day quote, Sarah Boyd, Managing Director of Sephora UK, shared her excitement: “The energy from the people of Birmingham has been incredible since we announced our arrival in the Bullring, so it was essential to celebrate them with an opening that reflects the city’s vibrancy and diversity. We are so happy to bring a beauty space that is unique to Sephora and our new Bullring & Grand Central home!”
The opening morning attracted over 2,000 shoppers, with many more anticipated throughout the weekend. Sephora fans can expect a vibrant celebration with in-store events, including birthday-themed activities, giveaways from top brands like Benefit, Tarte, and Sol De Janeiro, and a unique chance to win prizes from Sunday Riley, Tatcha, Rare Beauty, and Haus Labs by answering Birmingham-themed trivia questions at Sephora’s “0121 Phonebooth.”
This Birmingham store is part of Sephora’s rapid UK expansion, which began with the opening of its first UK location in Westfield London in March 2023, followed by additional stores at Westfield Stratford City in November 2023 and Manchester’s Trafford Centre in May 2024. In September 2024, Sephora added two more locations in the North East at Newcastle’s Eldon Square and Gateshead’s Metrocentre. Most recently, Sephora has also announced a new store at Bluewater Shopping Centre in Kent, scheduled to open on 27 November 2024.
