Premium cosmetics and home brand Rituals has opened its first store outside of London at Birmingham’s Grand Central shopping centre. The decision to open the new 1620sq ft shop, which sells Rituals’ range of bath, body and home products, was based on Birmingham’s position as the UK’s second city and Grand Central’s reputation as one of the region’s leading retail destinations. The new store also offers a free mini meditation service and a “lifestyle” area where customers are treated to a complimentary hand and arm massages and pure tea.
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Rituals opens first store outside London