Birmingham Grand Central shopping centre opens

The Perfume Shop opens new store in centre

The Perfume Shop has opened a new store in Birmingham's newest shopping centre – Birmingham Grand Central. The £150m shopping complex opened last week and saw 142,000 visitors during its first weekend.

The development is part of wider plans to spend £600m redeveloping Birmingham's New Street. Other stores in the complex include John Lewis – which has chosen the location for its biggest UK store outside of London. The development has taken five years to complete and included a refurbishment of Birmingham's New Street rail station.

The Perfume Shop's new store opened on 24 September and celebrated the launch by offering visitors refreshments and giving its first 20 customers spending more than £40 a free bottle of fragrance.

Nikki Bates, Head of Retail at The Perfume Shop, said: "We are thrilled to be the only perfume retailer opening a store in this innovative, new shopping destination. Our customers can take advantage of our great Click & Collect and Store 2 Door services for those last minute gifts. We are also delighted that the new store has created additional jobs within the area, to accommodate busy footfall leading up to the Christmas period. There is a lot of buzz surrounding the store launch and we can't wait to welcome our new customers ahead of the festive season."

Gill Smith, Managing Director of The Perfume Shop commented, ‘We are delighted to be launching a brand new store in Birmingham Grand Central and it has allowed us to continue our growth in this region and strengthen our nationwide presence. We hope this new store will become a destination in the area for customers to explore over 400 branded perfume products and the most generous loyalty scheme on the high street.’

More than 66 shops are now located at Birmingham Grand Cental, creating more than 1,000 permanent jobs in the area. Planners expect the centre to see 50 million visitors each year.