Bullring reveals opening day details for huge Sephora store - including where queues will start

There's less than 24 hours to go until Sephora's huge new store opens its doors at the Bullring. After months of rumours and speculation, followed by anticipation, the giant beauty store will open tomorrow (Wednesday, November 13).

The US beauty brand is taking over the huge unit left empty by Victoria's Secret, which closed earlier this year. Hammerson, which owns the Bullring and Grand Central, had previously called Sephora their 'customer's most wanted brand'.

Sephora and the Bullring are pulling out all the stops for the opening too. And now Bullring has revealed the exact details for the opening day - including details on where to queue.

Read more: Exact time Sephora will open new store at Birmingham's Bullring

Read next: Sephora promises 'filled' goodie bags to Birmingham customers as fans book days off to queue

An official opening ceremony is set to get underway at 9.30am - then we are expecting the Sephora store to welcome their first customers from around 10am.

The first 500 guests in the queue on Wednesday morning will be given a wristband to get an 'exclusive goodie bag packed with Sephora's top picks'. The brand has shared a 'sneak peek' of a proposed gift bag - and it features products from Glow Recipe, The Ordinary, One/Size, Elemis and Nars, though contents may vary according to the brand.

If you're planning to queue overnight to be one of the first in the queue for Sephora's opening, Bullring say the queue will start at Rotunda Square, just outside the shopping centre. A spokesman for the Bullring said: "Once the mall opens, the queue will be escorted inside by security. On the day, there will be a designated accessibility queue next to Bubbleology."

Hammerson, who own Bullring, have also said that the 'safety, welfare and enjoyment of customers is paramount'. Hammerson says that staff are 'excited' for the launch, adding that it has experience of managing events on a large scale.

There will be surprise performances on Wednesday morning to 'kickstart the Sephora Bullring spirit'. While there will also be all-day entertainment on Wednesday, including a DJ and live performers. Bullring has also promised 'in-queue surprises for a bit of extra sparkle!'.