New Bullring store loved on Instagram takes step closer

Boards have gone up for a new fashion store opening at Birmingham's Bullring shopping centre. Sapphire is moving into the old Jack Wolfskin unit after the outdoor sports shop closed down after 13 years in the spot.

Sapphire is a contemporary Pakistani fashion brand, selling women's, men's and kids apparel, alongside home textiles and accessories. Since launching as a small spinning mill in 1969, the retailer has become well-known worldwide and has some 3.8 million followers on Instagram.

The brand is best known for its suits, dupattas and textiles, but also sells kurtas, abayas and hijabs. The Birmingham shop will be their first store in the UK.

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Boards have now gone up outside the unit, which is located on the middle floor of the Selfridges side of the mall, next to Police, while a refurbishment is carried out inside.

The Bullring had initially hoped that Sapphire would be ready to open before the end of the year, however a spokesperson told BirminghamLive that the launch will now be in the new year, though no firm date has been confirmed.

Sapphire will be the latest of several new names to move into the Bullring, following the recent arrival of Sephora, Zara, Pureseoul and SDMN Clothing, MenKind and PopSpecs among others.

On the restaurant front, Pop Street is moving into the old Burger King unit and Shake Shack is opening soon at Grand Central.