NYX Cosmetics to open standalone store in Birmingham
NYX Professional Make Up is preparing to open a 1,700 sq ft standalone store on the ground floor of Bullring shopping centre in the summer.
The store will be adjacent to Goldsmiths and New Look on the Upper Level West, and stock the brand’s highly popular range of professional quality make-up at accessible prices.
This will be part of a store rollout strategy launched in the UK last year. The brand, acquired by L’Oréal in 2014, has a strong following on social media and is regularly supported by top beauty vloggers and Instagram influencers.
“We are delighted to sign for our first standalone store in Birmingham at the city’s most notable retail and leisure destination, the Bullring,” commented Shivani Shah, who is general manager for the brand in the UK and Ireland.
“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.”
Iain Mitchell, commercial director at Hammerson, added: “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.”
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