PURESEOUL to open first store in the Midlands at Bullring & Grand Central
K-beauty specialist PURESEOUL is to open its first store in the Midlands at Birmingham’s Bullring & Grand Central.
Set to launch in September, the store will also be the brand’s second outside of London.
Situated on Bullring’s middle level, the 800 square foot space will offer over 900 different types of products spanning make-up, skincare, and hair care. These will include exclusive collaborations with famous K-beauty names such as Torriden, Needly, Heveblue, and Beplain, as well as UK debuts from BBIA, Milk Touch and AOU.
PURESEOUL’s Birmingham shop will feature a dedicated wall of over 60 different types of sheet masks and a TikTok display highlighting viral bestsellers from social media. Customers will also be able to access personalised one-on-one skincare advice from staff specialising in Korean beauty.
Leslie Tang, chief executive of PURESEOUL, said: “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 Pure , 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 new signing follows the announcement that LVMH-owned beauty brand Sephora is to open its sixth UK store in the Bullring in November.
Toby Tait, director of asset management at Hammerson, said: “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.”
