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K-Beauty brand PURESEOUL is set to open its first Midlands location at Birmingham’s Bullring & Grand Central this September. This new store marks the brand’s second UK location outside of London and will be situated on the middle level of the Bullring.
Spanning 800 square feet, the store will feature over 900 products across make-up, skincare, and hair care. Customers can look forward to exclusive collaborations with popular K-beauty brands like Torriden, NEEDLY, Heveblue, and Beplain. Additionally, the store will introduce UK customers to make-up lines such as BBIA, Milk Touch, and AOU for the first time.
Leslie Tang, CEO of PURESEOUL, highlighted the significance of this new opening, stating, “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 opening of PURESEOUL is part of a broader strategy by Bullring & Grand Central to enhance its retail offerings with regional-first brands. Toby Tait, director of asset management at Hammerson, commented, “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.”
The addition of PURESEOUL follows other recent high-profile openings at Bullring & Grand Central, including Sephora, which is set to open its sixth UK store in November, and a newly upsized Zara. Other new arrivals this year include TOCA Social, Swatch, Clarks, and Cinnabon.
