Sculpted by Aimee, the popular makeup brand created by entrepreneur Aimee Connolly, is set to open its first physical store in Northern Ireland. The flagship store will be located on the lower floor of a shopping center in Belfast’s Victoria Square. This marks a significant expansion for the brand, which already has two successful units in the Republic of Ireland. With retail partners such as Boots and online sales, Sculpted by Aimee has gained a dedicated following.
The new store will occupy the space currently held by luxury home and beauty brand Rituals, as Rituals plans to move into a larger location to launch its first concept store in the UK. The Belfast store opening is scheduled for September 23, creating anticipation among beauty enthusiasts.
Aimee Connolly emphasized the importance of strong relationships with retailers, which have been instrumental in the success of Sculpted by Aimee. While the brand continues to explore new markets, both online and physical stores have proven to be thriving platforms for growth. With expansion into the UK and Middle East last year, Sculpted by Aimee has been navigating the unique challenges of each market and learning from them.
Aimee Connolly, a Dublin native, turned her passion and expertise as a freelance makeup artist into a successful brand. Her achievements include winning the top prize in the Emerging Category at the prestigious EY Entrepreneur of the Year Awards in 2021, solidifying her status as a leading entrepreneur in the beauty industry.
The growth and success of Victoria Square as a shopping destination have been evident, with new additions like Sweaty Betty, Whistles, and Gym+Coffee. The addition of Sculpted by Aimee and the upcoming opening of The White Company further enhance the diverse and appealing tenant lineup. Criona Collins, head of retail agency at commercial property agency Lambert Smith Hampton, emphasized the importance of supply and demand in shaping the success of a shopping center. The constant search for retailers that cater to customers’ needs and the investment from the landlord are key factors in creating vibrant and thriving retail destinations like Victoria Square.
While Victoria Square flourishes, older shopping destinations like Connswater Shopping Centre have faced challenges since the departure of anchor tenant Tesco in 2015, as highlighted by an east Belfast resident who reached out to the Belfast Telegraph. This underscores the importance of adapting to changing consumer demands and continuously evolving to meet market needs.
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