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Rituals Cosmetics makes a grand entrance with the first Premium Boutique outside London

Hammerson announces that Rituals Cosmetics, the luxury bath, body and home brand, will open its first premium boutique outside London at Grand Central in Birmingham.

Located close to Hobbs, Jo Malone and MAC, the 1620 sq ft boutique will launch late November, adding to Grand Central’s established premium offer.

Grand Central – Rituals . Image: Hammerson | Rituals

The new Rituals Cosmetics premium boutique will feature the brand’s extensive collection of bath, body and home care products, as well as precious mineral make-up, pure tea, and yoga and soul wear, inspired by the ancient traditions of Asian cultures fused with modern technology. Alongside the products, Rituals provide a free mini ‘SLOW DOWN’ meditation service in store for customers.

Designed by an in-house team to complement its prime position in Grand Central, the boutique’s interior will feature a beautiful cherry blossom tree centrepiece and dark wood fittings that reflect the brand’s luxury Eastern influence. As part of the premium experience the boutique will also boast a spacious lifestyle area for customers to sit, relax and enjoy a complementary Rituals Cosmetics hand and arm massage and pure tea.

Iain Mitchell, Commercial Director at Hammerson, said: “Rituals Cosmetics is a great addition to Grand Central’s collection of premium beauty, fashion, and accessories brands. The signing is a key milestone in our strategy to create an offer that reflects Grand Central’s dual role as a transport hub and a day-out destination. The Rituals Cosmetics boutique concept will appeal to those shopping impulsively as well as visitors seeking a more indulgent experience.”

Penny Grivea, Managing Director of Rituals Cosmetics UK and Ireland, added: “We are delighted to be opening our first premium boutique outside of London in Grand Central, Birmingham. Rituals are continuing to drive the brand in the UK through extensive expansion plans, strengthening their position in the beauty and wellness category regionally whilst ensuring we are one of the leading premium lifestyle and beauty brands.

Grand Central, Birmingham is an exciting new addition to the Rituals boutique portfolio, continuing to reach new busy customers and allowing them to slow down and transform their everyday routines to meaningful rituals with our diverse assortment and great customer service.”

Since its launch in 2015, Grand Central has established itself as one of the country’s leading retail and dining destinations, ideally located adjacent to the iconic Bullring in Birmingham city centre. Also situated directly above New Street Station, the busiest train station outside of London, Grand Central is home to a number of aspirational brands, including John Lewis, Jo Malone, The White Company, Cath Kidston, Hobbs, MAC and Joules. A comprehensive dining line-up completes Grand Central’s offer.

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