Dec 13, 2017
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Rituals opens new Grand Central store

Dec 13, 2017

Luxury bath, body and home brand Rituals has opened its latest UK store at Grand Central in Birmingham. This is the first premium location outside of London for the brand.


Spread over 1,620 sq ft, the boutique was designed by an in-house team and showcases a range of premium bath and home products, as well as the brand's luxury lounge wear. The store also offers a free mini ‘Slow Down’ meditation service and a lifestyle area where customers can enjoy a complimentary hand and arm massage.

Rituals joins a number of brands offering both free and paid beauty and wellbeing treatments in-store, as UK spending on salon and in-store beauty services is forecasted to reach £8bn by 2021.


Michaela Moore, General Manager at Bullring & Grand Central, commented: “The recent opening of Rituals Cosmetics strengthens the existing premium retail mix at Grand Central.  The brand’s decision to open its first premium boutique outside of London in this location is reflective of both Birmingham’s position as the UK’s second city and Grand Central’s reputation as one of the region’s leading retail and dining destinations.”

Also having a presence at the shopping centre are Jo Malone, John Lewis, The White Company, Cath Kidston and Hobbs, which benefit from Grand Central’s convenient location adjacent to Bullring and directly above New Street station – the UK’s busiest train station outside of London.

Rituals has over 18 stores in shopping destinations such as Covent Garden, Westfield London and Kensington High Street.

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