The Bullring Estate, Birmingham’s iconic shopping destination that comprises Bullring, Grand Central and Link Street, has announced that global beauty retailer, NYX Professional Make Up, has signed for its first standalone store in the West Midlands at the iconic Bullring.
The international brand will take a 1,700sq ft ground floor unit located on the Upper Level West, adjacent to Goldsmiths and New Look. Due to open in the summer, NYX Professional Make Up will offer customers the brand’s highly popular range of professional quality make-up at accessible prices.
Established in Los Angeles in 1999 and later acquired by L’Oréal in 2014, NYX Professional Make Up has amassed a strong social media following and is regularly supported by top beauty vloggers and Instagram influencers. The global brand, which is available in thousands of retailers across the world, only started its roll out of UK standalone stores last year.
Iain Mitchell, commercial director at Hammerson, commented: “NYX Professional Make Up is another regional debut for the Bullring Estate as brands continue to recognise the strength of the catchment. With over 65,000 students in Birmingham, under 25s make up nearly 40% of the city’s population so we are certain NYX Professional Make Up will be a huge success in the region and is a great addition to our line-up of international brands. ”
Shivani Shah, general manager of NYX Professional Make Up UKI, added: “We are delighted to sign for our first standalone store in Birmingham at the city’s most notable retail and leisure destination, the Bullring. NYX Professional Make Up was originally founded with the aim of providing professional products at an affordable price tag. We cannot wait, therefore, to bring our beauty brand to our ready fan base in the UK’s largest economy outside of London.”
The news follows the recent opening of the Shoe Galleries department at Selfridges, Birmingham. The 15,000sq ft space situated on level four is only the second in the country, following London’s famous Shoe Galleries. The new department stocks over 1,700 different styles from almost 50 international designers.