Korean beauty brand PURESEOUL to make East Midlands debut at Leicester’s Highcross

Korean beauty brand PURESEOUL is set to open its first store in the East Midlands at Highcross in Leicester.

The fast-growing retailer will take a 1,759 sq ft unit on the scheme’s lower mall, near Earnest Jones Jewellers.

Opening in May, the new location joins PURESEOUL’s existing UK stores in cities such as Brighton, London, and Manchester.

Also joining Highcross Leicester is footwear retailer Office, which will open in a 3,369 sq ft unit. Offering leading global brands alongside its own in-house collections, Office makes its return to the scheme, having been a tenant until 2021.

Michelle Menezes, Centre Director at Highcross Leicester, said: “We’re delighted to be welcoming PURESEOUL to Highcross, marking its official debut in the East Midlands. We’ve seen first-hand just how the K-beauty boom has swept through the UK, with consumers searching for tips on how to achieve ‘glass skin’ and ‘chok chok’—otherwise known as a dewy glow. So we’re excited to be able to bring that advice, and the innovative products, closer to home.

“This, alongside the return of a household brand like Office, reaffirms our ambition to bring well-known names and trend-led retailers to the heart of Leicester. Beyond these arrivals, there’s plenty more in the pipeline that we’re still to announce. It’s going to be a busy year, so stay tuned!”

Felicity Loftus, marketing team lead at PURESEOUL, added: “After the incredible success of our launch in Birmingham, we knew bringing PURESEOUL to Leicester was the natural next step. The Midlands has shown us such strong support, and we’re excited to continue growing with our customers here.”

Once open, the two new stores will sit alongside a number of fashion and beauty brands already at Highcross, including Lush, Jo Malone and Clarins, as well as footwear brands such as Timberland, Schuh, and Clarks.