Rituals Cosmetics is to open its first “premium” boutique outside of London at Birmingham’s Grand Central shopping centre.
The 1,620 square foot store is due to open this month and will be situated next to Hobbs, Jo Malone and MAC. The store will stock the brand’s collection of bath, body and home care products, as well as precious mineral make-up, pure tea, and yoga and soul wear.
The interior of the store will feature a cherry blossom tree centrepiece and dark wood fittings that reflect the brand’s luxury Eastern influence. As part of the premium experience, the boutique will have a spacious lifestyle area for customers to sit, relax and enjoy a complementary Rituals hand and arm massage and pure tea.
Managing director of Rituals Cosmetics UK and Ireland, Penny Grivea said: “We are delighted to be opening our first premium boutique outside of London in Grand Central, Birmingham. Rituals are continuing to drive the brand in the UK through extensive expansion plans, strengthening their position in the beauty and wellness category regionally whilst ensuring we are one of the leading premium lifestyle and beauty brands.”
Commercial director at Hammerson, Iain Mitchell said: “Rituals Cosmetics is a great addition to Grand Central’s collection of premium beauty, fashion, and accessories brands. The signing is a key milestone in our strategy to create an offer that reflects Grand Central’s dual role as a transport hub and a day-out destination.”
