Sephora’s strategic plan to re-establish its presence in the UK is continuing. The retailer has marked yet another pin into the British retail map, announcing its next destination as Birmingham. Set to be built in the city’s popular BullRing Shopping Centre, the store will encompass 4,925 square feet,  with the intent to bring an “unparalleled” shopping experience to the Midlands consumer.

Sephora Birmingham will stock the usual best-selling brands expected at the retailer, including Sol de Janeiro, Glow Recipe, and Glossier. The destination will also offer in-store services from established names including Dermalogica, Dyson, and Elemis.

While no official date has been confirmed, the shop is scheduled to open its doors before Christmas 2024, which will allow the retailer to reap extra profit in holiday sales. This will help contribute towards the predicted £200 million ($259 million) in revenue Sephora is predicted to “easily surpass” within its first three years back on the UK scene.

Sarah Boyd, Managing Director of Sephora UK, affirmed that similarly to the London, Manchester, and Newcastle Sephora store openings, the decision to set up shop in Birmingham was driven by consumer desire.

"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,” she comments. “The demand we have seen, 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 customers in the iconic Bullring.”

The expansion to the Midlands was made possible through a deal with development and investment firm Hammerson, known for its vibrant city center destinations.

“The signing of Sephora is another strategic milestone for Bullring, as we continue to bring new experiences to our visitors.” says Harry Badham, Chief Development and Asset Repositioning Officer at Hammerson. "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."

Sephora’s dedication to its customers was recently further exemplified by the announcement of the retailer's newly updated loyalty program. MySephora is a new points-earning system that offers customers exclusive benefits through a three-tiered program that includes gold, silver, and bronze levels.

Points to reach these levels can be earned by the customer through purchasing products and brand engagement including attending an in-store service and community events such as pop-up shops. Once points have been accumulated, they can be traded in for free products from a selection of brands including Fenty Beauty and Gisou. Once reaching gold level, customers are gifted deluxe rewards, free next-day delivery, and early access to MySephora sales.

"As we embark on the next phase of our business, our priority remains our loyal customers who have been the cornerstone of our success,” Boyd adds. “[MySephora] underscores our commitment to providing unparalleled rewards and experiences to our valued customers."

With its rapid expansion plans, Sephora is on the path to becoming the largest beauty retailer in the UK. With each new location, the retailer is solidifying its market presence and enhancing its appeal to British beauty consumers, while providing several more jobs for local communities, marking strong competition for other big British beauty names including SpaceNK, Boots, and Superdrug.