NYX opens standalone store in Birmingham's Bullring

By

Sandra Halliday

Published
Jun 28, 2018

NYX Professional Make-up has opened its first store in Britain’s second-largest city with a debut at the Bullring, Birmingham. It’s the company’s first location in the heavily-populated West Midlands region and covers 1,700 sq ft on the Upper Level West.

Situated next to a Goldsmiths jewellery store, the new location is certainly a strong one with landlord Hammerson saying a number of its tenants there are outperforming their stores in other regions.

Iain Mitchell, Commercial Director at Hammerson, said: “NYX Professional Make Up is a leading name in the cosmetics sector and a welcome addition to our strong line-up of leading international brands. The Bullring is home to several of our retailers’ top performing stores in the country, making it the obvious choice for the brand’s regional debut. 

“With an impressive brand following, the arrival of the new store in Birmingham, which boasts the country’s largest population outside of London, is rapidly garnering attention among cosmetics fans.”

The opening follows Selfridges recently unveiling its second Shoe Galleries concept there, based on the successful template established at its London flagship. Situated on level four of Selfridges, the 15,000 sq ft space now stocks over 1,700 different styles from almost 50 international designers, including the Jenny Packham X LK Bennett bridal collection which is exclusive to Selfridges Birmingham.