Sephora has officially opened its doors in the Bullring, signalling Birmingham's growing appeal for premium retail. Following successful openings across the UK, including Manchester, Sephora aims to attract beauty lovers to its immersive in-store experience and exclusive brands.
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00:00Well, Sephora has come to Birmingham, folks. We've opened our first door here and we are
00:06so excited to be in the ballroom.
00:08Thousands gathered for Sephora's grand opening, with hundreds queuing overnight to be the
00:13first inside. The atmosphere was electric as shopaholics celebrated with music and cheers
00:19in anticipation of the building's lightest attraction.
00:24The reception has been absolutely off the chart. I've spoken to so many people in the
00:28queue who have been here with friends for their birthdays, with family members for anniversaries,
00:34all sorts. And it's been a really fantastic vibe.
00:37I decided to queue for this event today because I'm so excited for the big opening of Sephora
00:42in Birmingham.
00:43I've never been to an opening of something before, and I'm quite a fan of Sephora. So
00:48yeah, I was really excited to come and see how they were going to sort of work the crowd.
00:52I'm queuing up for this event because I feel like it's going to be a very big event for
00:57Birmingham City itself.
00:59Birmingham's ballroom is once again drawing attention from top retailers. Zara is set
01:04to open two new units, and recent additions like Sweet Joe's, Pure Soul and The Sidemen
01:10Store are revitalising the ballroom.
01:13So I first came to Birmingham around two years ago to scope out the perfect location for
01:19a Sephora. Birmingham has such an incredible diversity of community, an incredible beauty
01:26community and beauty spirit, and such an enormous population that we're all screaming out on
01:31social for Sephora to be here.
01:33The event has infused the ballroom with excitement as Sephora's arrival strengthens Birmingham's
01:38position as a prime destination for exclusive brands and immersive shopping experiences.
01:45Sephora is going to bring fun, it's going to bring inspiration, it's going to bring
01:50the magic and the energy and all of the enthusiasm needed to make this an incredible store and
01:54a hugely exciting experience for everyone that comes through the doors.