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UK concessions for Anastasia Beverley Hills

US beauty brand Anastasia Beverley Hills has opened its second UK concession. The space at Selfridges in London follows a concession in the Manchester branch of the department store, which opened in June.

The concessions were designed by Sheridan & Co. Anastasia Beverley Hills has global expansion plans that include developing a strong presence in European markets. The London site is the biggest yet opened by the brand, at 38 sq m (409 sq ft).

Sheridan & Co worked closely with brand founder Anastasia Soare, and her daughter Claudia Soare, to design the concessions. The brief called for a space that would stand out while also being tailored to the clean and bright environment of the Selfridges beauty halls.

Anastasia Beverley Hills generally uses a predominantly black colour palette, but elected to subvert this in Selfridges as there were a number of brands using black in the beauty hall. Instead the concession uses ivory, rose gold, and matte black accents, with matte black counter tops.