In a significant retail development, Fenwick has transformed its Newcastle beauty hall, making it the UK’s largest outside London.
- The revamped beauty hall now covers 26,000 sq ft and features two enlarged atriums with expansive facade windows.
- A 50-ft long fragrance bar and over 1600 sq ft of terrazzo flooring enhance the shopping experience.
- Fenwick introduces 23 new beauty counters and a unique fragrance edit concept.
- This renovation aligns with Fenwick’s ongoing nationwide strategy to enhance in-store customer experiences.
Fenwick has recently unveiled a substantial transformation of its beauty hall at the Newcastle flagship store, redefining the shopping landscape as the UK’s largest beauty destination outside London. Spanning an impressive 26,000 square feet, the hall incorporates two newly expanded atriums and a series of 56-foot wide facade windows that offer an inviting view onto Northumberland Street, enhancing both the aesthetic appeal and the spatial experience for visitors.
The refurbishment highlights include a remarkable 50-foot long fragrance bar and an expansive area covered with over 1600 square feet of terrazzo flooring, creating an environment that is both luxurious and contemporary. This revitalisation effort has been characterised by Fenwick as a ‘beauty oasis’, and it invites shoppers to explore a comprehensive range of products from 163 distinguished brands. Notable among these are Chantecaille, Charlotte Tilbury, and Guerlain’s premium L’Art Matier collection, as well as products from Hourglass and Le Labo.
The upgrade introduces 23 additional beauty counters and a novel fragrance edit concept, all part of Fenwick’s strategy to establish a ‘destination shopping experience’ catering to diverse beauty needs. This initiative is seen as a three-year journey of meticulous planning and execution, involving collaborative efforts among Fenwick’s team and a host of esteemed beauty brand partners. Hazel Ayers, Director of Buying and Merchandising at Fenwick, noted that this project exemplifies the relentless evolution of the in-store customer experience, offering an unparalleled selection of innovative products and expert services.
This redevelopment is part of a broader trend within the department store sector where entities like Selfridges and John Lewis are also engaging in significant refurbishments of their beauty halls. Such initiatives are reflective of a competitive retail environment where customer experience optimisation is paramount. Fenwick’s enhancement of its beauty hall is not isolated but rather part of a continuous effort observed across its national presence, reaffirming its commitment to offer spaces where customers can discover and enjoy new beauty preferences.
Fenwick’s Newcastle beauty hall revamp exemplifies its strategic focus on enhancing customer experiences nationwide.
