Selfridges to invest 20 million pounds in its Birmingham store

Department store group Selfridges has announced plans to redevelope its

Birmingham store into the largest shopping location in the city.

The group is set to invest 20 million pounds in its Bullring store and aims to renew every floor in the building by the end of 2017. Construction on the store's redevelopment has already begun, with the first stage of the plan including separate menswear and womenswear floors and is set to be completed by the end of this year.

“This store is more than 10 years old now and it is logical to really start to look at the spaces. We can see which areas need more, beauty has been crying out for more space for a couple of years now,” said Sue West, director of operations at Selfridges to Birmingham Mail. “As far as Birmingham is concerned there is a huge investment programme and an amazing 20-year vision.”

Selfridges plans on expanding its current beauty offering in its Birmingham store by 50 percent, to include brands such as Shu Uemura, Suqqu and Illamasqua. The new and improved beauty hall is set to open in May in time for the group's new initiative 'The Beauty Project', which runs from May 1 to June 12.

The store's front windows at the main entrances from the Bullring will also be replaced with large curved glass panels and offer similar window displays to its London counterpart. The group hopes the development will boost sales by up to 25 percent.

“Our redevelopment masterplan will see floors redesigned to further elevate the quality of the shopping experience we offer,” commented Vicki Cain, general manager of Selfridges Birmingham. “We have already begun this programme of transformation, which will be undertaken with the store remaining open throughout. It is an exciting time for the business.”