What: Selfridges has reopened its Birmingham store with the UK’s largest beauty hall outside London, featuring expanded brands and immersive experiences.

Why it is important: Selfridges’ strategy demonstrates how regional expansion and innovation in beauty can support financial resilience and brand leadership in a challenging retail environment.
Selfridges’ reopening of its Birmingham store with the UK’s largest beauty hall outside London marks a significant milestone in the evolution of regional retail. The expanded beauty space brings together an extensive range of brands and immersive experiences, positioning Birmingham as a key destination for beauty enthusiasts beyond the capital. This strategic move reflects Selfridges’ broader commitment to innovation and experiential retail, as the company continues to invest in categories that drive customer engagement and footfall. By focusing on beauty—a sector experiencing robust growth—Selfridges not only enhances its competitive edge but also reinforces its reputation as a leader in retail transformation. The initiative is part of a wider trend among department stores, where investment in experiential spaces and regional expansion is proving essential for maintaining relevance and financial resilience. As consumer expectations evolve, Selfridges’ approach demonstrates the importance of adapting store formats and offerings to meet local demand while delivering standout experiences that differentiate the brand in a crowded marketplace.

IADS Notes: Selfridges’ Birmingham beauty hall launch is emblematic of the sector’s shift toward immersive, experiential retail and regional expansion, echoing its 2025 strategy of exclusive partnerships and innovation in beauty, which saw a 10% sales increase and a 22% rise in appointments (WWD, January 2025). This mirrors moves by Debenhams and John Lewis, who have also invested in experiential beauty spaces in major UK cities (Fashion Network, June 2025; The Retail Bulletin, August 2025). Industry analysis confirms that department stores investing in in-store experiences and category leadership in beauty are thriving (The Retail Bulletin, April 2025), while Selfridges’ improved financial results further validate this approach (Fashion Network, October 2025).

Selfridges unveils ‘UK’s biggest beauty hall outside London’