Beauty Base to open debut store outside London

Centre:mk in Milton Keynes is boosting its beauty credentials with the arrival of cosmetics and fragrance retailer Beauty Base and the launch of new make-up concessions at John Lewis.


Centre:mk

Beauty Base will open its first store outside London at Centre:mk, showcasing  the largest self-service array of beauty products and fragrances from leading brands including Gucci, Dolce&Gabanna, Marc Jacobs, Jimmy Choo, Issey Miyake, Hermès, Clarins, Lancôme and Shiseido.

The 5,524 sq ft store will be located at 13-15 Crown Walk.

A spokesperson for Beauty Base said: “Milton Keynes is a key location for our brand and we wanted our regional debut to be at a destination with fantastic brands and an appealing environment, especially as Centre:mk attracts a high volume of visitors in a strong catchment. We look forward to working with the joint owners, and making our first store outside of London the premier beauty and fragrance destination in the region.”

In addition to Beauty Base, the mall’s anchor store John Lewis is adding five new cosmetics brands to its beauty division. Charlotte Tilbury, Tom Ford, MAC, La Mer and Urban Decay will open concessions at the Milton Keynes site.

Ed Sellick, on behalf of the shopping centre’s joint owners, said: “The strength of the beauty category is a clear marker of sustained demand from the catchment for cosmetics.  We are excited to welcome Beauty Base to centre:mk, where they will join a growing portfolio of brands that have chosen the scheme to make their debut outside of London.”

The shopping centre has also recently welcomed a new 75,000 sq ft Primark store, while River Island and Acutis have announced plans to upsize their presence. The signings come as Centre:mk joint owners AustralianSuper and Hermes Investment Management commit to a £60m plan of enhancements over three years. 

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