Department store chain Fenwick’s Newcastle flagship has benefitted from major investment as the company unveils the largest beauty hall outside of London.

The retailer’s director of buying & merchandising, Hazel Ayers, said the transformation “has been three years in the making with absolute dedication to detail, working with brilliant beauty brand partners and my talented Fenwick team. The reimagined Beauty Hall demonstrates the continual evolution of the Fenwick in-store customer experience. This evolution can be seen in all eight of our beauty halls in our stores nationwide”.

At 26,000 sq ft, it’s a completely reimagined space featuring two new enlarged atriums, 56ft of facade windows looking out onto Northumberland Street, over1,600 sq ft of terrazzo flooring, and a 50ft-long fragrance bar.

It houses 163 brands, including 38 fragrance names, and takes in make-up, skincare, “contemporary and couture beauty”, niche and prestige fragrance, hair, nails, brows and skincare services. 

The addition of 23 new beauty counters, alongside what it says is an “innovative fragrance edit concept” means it’s a “destination shopping experience to meet all [customers’] beauty needs”.

It also big on exclusives with local exclusivity for brands such as Hourglass, Charlotte Tilbury and Le Labo. Regional exclusives also include Chantecaille, Guerlain‘s premium L’Art Matier Fragrances, the Orchidée Imperiale skincare range and Carolina Herrera make-up.

As would be expected from such a major beauty offer, services are also on the menu with manicures, blow-drys, brow shaping, lash extensions, facials and make-up appointments. The space has five beauty treatment rooms. And there’s a bespoke wedding scent consultation service as well as fragrance engraving.