Debenhams.com Beauty has opened a new flagship store in Manchester’s Arndale Shopping Centre, in a move to develop a ‘fresh, modern, and unique’ consumer beauty destination and experience.

Retail Times reports that the launch of the Debenhams.com Beauty store will see it spread across two floors and cover a total area of 7552 sq ft of retail space. Following falling into administration and closing the doors on all its UK department stores, Debenhams’ online channels were acquired by Manchester-headquartered Boohoo Group.

The store reflects the retailer’s new vision within its finish, and materials used to create this space, taking inspiration from high-end beauty and fragrances brands, who will call the new store home.

As an almost entirely online business, Boohoo said it was important that the store reflected the digital world, and installed interactive displays that connect the physical store with online features, and real-time posting to social media platforms.

“We are delighted to be opening Debenhams.com Beauty store, within the Manchester Arndale, especially as this is the home of the Boohoo Group,” said Debenhams.com homeware and beauty director, Jeanette Whithear.

She said it feels like an ‘organic location’ for the retail s[ace, and right in the heart of Manchester City centre.

Whitear explained that the firm has reintroduced multiple brands to Debebnhams.com, as well as new brands, to increase the offerings to customers.

“With the next step of Debenhams.com Beauty journey, I’m excited to see the cross over from our digital and physical elements come to life within the space as well as our range of brands increase dramatically into 2022,” she concluded.

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