London beauty brand Dima Beautiful opens first permanent branch

Beauty salon brand Dima Beautiful, based in Southeast London, has opened its first permanent branch in the new Elephant Park development from Lendlease.

The brand, which was already established locally, has opened a 107 sq m (1,151 sq ft) branch featuring a blow-dry bar and pedicure ‘thrones’. Design is by an in-house team working with IDL.

“It is such a huge milestone to have opened Dima Beautiful’s first permanent store and I am thrilled to launch locally, just a stone’s throw from where the brand was born at Artworks. Being a one-man-band can be daunting at times but Lendlease has given me confidence to start this new chapter within Elephant Park,” says Dima Beautiful founder Nadia Tahir.

Lendlease is seeking as many local brands as possible to take space at Elephant Park. Other new signings include The Tap In, a new concept from the founders of Six Yard Box and Hop Art, and Koi Ramen, a noodle bar which already has branches in Brixton and Tooting.

“We are committed to helping new and existing local brands, and we are proud to have created a location and community for retailers to thrive within. Dima Beautiful’s drive and determination is invaluable, and we are honoured to be able to provide the brand’s first permanent home in the area. We are also thrilled that Elephant Park will be home to a diverse range of food & beverage brands, The Tap In, and Koi Ramen both borne in London, alongside the recently announced MM Factory from Mercato Metropolitano, will position the destination as the perfect hotspot for culture, dining-out and socialising,” says Lendlease head of retail Guy Thomas.

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