What: Selfridges is expanding and upgrading its Birmingham Beauty Hall, making it the largest beauty space outside London and introducing exclusive brands and experiential services.

Why it is important: The move underscores the strategic importance of beauty as a core pillar for department stores, aligning with successful models at John Lewis.

Selfridges is significantly expanding and upgrading its Birmingham Beauty Hall, now the largest beauty space outside London at 30,000 square feet. The renovation increases retail floor space by 20% and introduces 37 new counters, bringing the total to over 160 brands, with 30 exclusive to Birmingham. The project is being rolled out in phases, with the new Beauty Workshop spotlighting experimental, niche, and founder-led brands such as Gisou, Tatcha, K18, and Korean skincare labels. The perimeter wall will feature 55 curated brands and host rotating pop-ups and activations, while a flagship fragrance hall will launch in November with luxury names like Loewe and Le Labo. Selfridges is positioning beauty as a core pillar of its retail strategy, focusing on services and experiences, with 210 beauty services now available, including holistic treatments and a dedicated nail studio opening in 2026. This comprehensive approach not only broadens the store’s appeal but also reinforces its leadership in experiential and service-driven beauty retail.

IADS Notes: Selfridges’ Birmingham Beauty Hall expansion reflects a broader industry movement, as highlighted in Retail Week (October 2025), where Debenhams and John Lewis have also invested in experiential beauty spaces and exclusive brand partnerships (Fashion Network, June 2025; The Retail Bulletin, August 2025). This strategy has led to increased sales and appointments, validating the focus on beauty as a central pillar. La Samaritaine’s Parisian model (Fashion Network, April 2025) and the revamping of beauty counters at major department stores (BoF, November 2024) further confirm that immersive, service-oriented retail is essential for maintaining relevance and driving growth in the sector.

Selfridges expands and upgrades Birmingham beauty hall