K-beauty retailer PURESEOUL has signed for its second store outside London at Hammerson’s Bullring & Grand Central scheme in Birmingham.
The company will open the 800 sq ft store on the Bullring’s middle level in September.
The store will feature a dedicated wall of more than 60 different types of sheet masks and a TikTok display showcasing viral bestsellers from social media.
Customers will also be able to enjoy personalised one-on-one skincare advice from staff specialising in Korean beauty.
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.”
Leslie Tang, CEO of PURESEOUL, added: “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.”
