// Holland & Barrett opens its new beauty concept store in Birmingham
// The store features product refill stations and an area for live demos
Holland & Barrett has launched its first “clean and conscious” beauty concept store in Birmingham.
Following the success of its sustainability initiatives last year, such as the ban of wet wipes and introduction of zero waste beauty ranges, Holland & Barrett is honing in on consumer demand for more clean beauty.
Located in Birmingham’s Bullring shopping centre, the 3000sq ft store stocks 34 plant-based, natural beauty brands alongside 620 new products.
The space focuses on zero waste by using sustainable packaging, and stocking brands that use compostable packaging or recycled plastic bottles.
The concept store will feature product refill stations and an experiential sink area for in-store product demonstrations, including treatments from brand names.
“We are extremely excited to be trialling this new concept and to bring our natural beauty brands to life for our customers,” Holland & Barrett category director Joanne Cooke said.
“Experiential stores are a growing trend globally to encourage footfall on the high- street and are becoming an important part of a customer’s overall retail experience.
“At Holland & Barrett we are passionate and committed to providing our customers with an exciting and broad selection of natural beauty brands and products that meet all of their clean and conscious needs.”