Customers 'packing their bags' to 'camp out' at Birmingham Bullring for new store launch

Shoppers have vowed to 'camp out' at the Bullring to be among the first through the door at new cosmetics shop Sephora. Fans of the brand, which has a huge online presence and is a favourite of beauty TikTok and YouTubers, say they will be in Birmingham 'from the night before' to be first in line at the new shop which opens on Wednesday, November 13.

Sephora has been working on transforming the former Victoria's Secret unit in the shopping centre into a new branch of the beauty store. As well as selling popular, viral make-up brands, Sephora has its own range of cosmetics at a more affordable price point.

Last week, the store announced that it would be giving away goodie bags 'filled' with products from popular companies like Glow Recipe, Elemis and Nars to the first 500 people in the queue. The shop is set to open at 10am with a special ribbon-cutting ceremony scheduled for the morning of the launch.

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Sephora had a presence in the Midlands up until the mid 00s, with a store over at Merry Hill Shopping Centre. The Bullring store will be the first launch in Birmingham.

Excited Instagram follower Shen wrote: "I'm queuing from the night before!" and Katie Louise posted a tent emoji enquiring: "What time can we queue from?" adding: "Cannot wait, packing my bags ready to camp out!"

Melody said: "I've heard people are sleeping outside!" Sophie commented: "I bet people will be queuing from 3am like Pureseoul!" Beth said: "I want that bag but I know people will camp out and I'm not about that life."

Pureseoul was one of a number of new shops that opened at the Bullring in recent weeks that drew a huge crowd. At the time, hundreds, if not thousands, of shoppers showed up in the hope of grabbing a goodie bag, which came free with purchase.

It'll be a big week for the Bullring this week as the two Zara stores, taking over the former Debenhams third floor and an adjacent unit, will be finally opening too. Factor in the new, refreshed River Island that reopened over the weekend and it should be an exciting time for shoppers.