The Fragrance Shop opens concession inside Primark Birmingham in time for Christmas


Primark Birmingham has partnered with The Fragrance Shop to launch a ‘store within a store’.

The launch comes just ahead of the Christmas season and as part of Primark’s ongoing expansion into the beauty and fragrance market.

In-store offers include huge discounts on designer-branded scents and gift collections from Tom Ford, Gucci, Chanel, Hugo Boss, Dior. Other special deals to be found include half-price offers and two for one prices on 100ml bottles.

The Fragrance Store concession is located on the ground floor of Primark and next to the store’s beauty section.

Concession manager, Victoria Ezugha, believes it made perfect sense to trial the partnership in the city.

She said: “The Birmingham Bullring store is the biggest Primark in the world and having a fragrance store onsite is going to attract even more people.

“Customers are loving the fact they can shop for their clothes and perfumes all in one place and that everything is under one roof.”

Alongside traditional branded fragrances the store will also be selling creams, bath products, and value and celebrity gift sets too, such as Ariana Grande’s ‘Thank You Next’ gift set.

Mia Donegan, one of the concessions’ dedicated sales staff said: “The good news is this isn’t a pop-up venture but permanent, it’s here to stay.

“We chose to open up now with Black Friday and Christmas only weeks away because we know our customers are already stocking up for their loved ones.

“We are really excited and looking forward to helping customers choose the perfect gift or scent for themselves too.”

Alongside The Fragrance Shop concession, Primark Birmingham has also launched a brand new Christmas emporium with gifts starting from £1. 

Customers wanting extra helpings of the early festive magic in-store can purchase everything from matching festive pyjama sets for all the family from £10 to personalized chocolates and gifts from a special Cadbury’s stand. The Christmas range includes bargain homeware, gifts, and clothing alongside treats for pets.  

Primark UK | Fashion, Home & Beauty | Take Care, Stay Safe


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