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"As far as Birmingham is concerned there is a huge investment programme and an amazing 20 year vision," she added.

The first phase which includes new dedicated menswear and womenswear floors will be completed before Christmas, ahead of a major step forward for the city's retail scene in 2015.

"The difference with Selfridges is we see ourselves very much as a destination. We really invest in the customer experience. I don't think there are many other retailers investing as much as we are investing."

She said the fact it is Europe's youngest city, as well as one of the most diverse, meant it had different demands to the London store.

Ms West said there would also be a focus on culture, entertainment and events, although she said it was not a reaction to the giant 250,000 sq ft John Lewis set to open in the city in 2015.

"It's not so much about shopping. Birmingham is at the centre of the country. High Speed 2 will bring more investment for businesses, create new offices and more manufacturing and bring more people into the shop," she said. "It all goes hand in hand."

With the shop bordering on Eastside, Ms West said it was set to benefit from the HS2 Curzon Street Masterplan.

20m overhaul for Selfridges Birmingham

She said: "We are not frightened to talk about John Lewis, we sit next to John Lewis in London we're only a couple of streets away and we sit next to John Lewis in the Trafford Centre.

"We see them very much as a very strong retailer and I think for Birmingham it is a great thing they are coming into the city.

It will have moved menswear onto one floor by May 26, with shopfitting starting in September, and both middle floors completed by Christmas.

Ms West said Selfridges had learned much about the Birmingham market in the past decade, and was planning the store accordingly.

"Manchester and Birmingham city centres are completely different cities and stores.

The 20 million project will be invested in ceilings, lighting, floors, brand fit outs and shop fits, with the first phase, the middle two floors, completed this year and work on the top and bottom floors undertaken over the next 18 months.

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Ms West said the plans were four years in the making, and well placed to capitalise on improving fortunes for Birmingham city centre.

Selfridges says the work has enabled it to attract new brands to Birmingham, many of which cannot be found elsewhere, including Nike Hat Black The Kooples and Maje for women, Shu Uemura, Illamasqua, Suqqu and RMK in the beauty hall and Michael Kors, Boy London, Sandro and Burberry in menswear.

Giant curved glass window displays at the main entrances in the Bullring mall will also be installed to replicate the imaginative window schemes at its Oxford Street store.

But it will face stiff competition when the new John Lewis store stocking more than 350,000 products and creating 650 jobs opens alongside more than 40 stores as part of Grand Central.

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been talking to various parties about ever since we started more than 10 years ago. It is great to see that vision documented for everyone to see, and something like HS2 is an amazing catalyst for all that."

The year ahead will see the New Street Grand Central scheme open including the giant new John Lewis store as well as a 50 million upgrade to The Mailbox completed.

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"We think it is becoming a lot stronger on the cultural side of things.

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"Birmingham we see together with all the development going on as a very strong youth city.

Sue West, director of operations at Selfridges, said: "This store is more than 10 years old now and it is logical to really start to look at the spaces. We can see which areas need more, beauty has been crying out for more space for a couple of years now.

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"That can be around culture and arts, but we also have the opportunity to look and say Birmingham is performing really well in a certain sector and build up that sector, and bring in new brands.

"They love their brands, but a lot of the young street brands do really well here, so we bring in some brands we wouldn't have in London."

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Redevelopment work, which has already begun, will see every floor at Selfridges receive a complete overhaul as the company targets a 25 per cent rise in sales.

Selfridges' Birmingham department store launched in September 2003 and its trademark aluminium disc cladding has become one of the city's most recognisable features.

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has already begun work on its three year masterplan by expanding New Era New York Cap

The workshop, Selfridges' only one outside London, will offer services like manicures, wash and blow dry, spray tanning.

its beauty area by 50 per cent. It is also building a new beauty workshop, as part of plans to boost destination shopping.

Meanwhile, the 50 million work at the Mailbox is designed to increase destination shopping at the high end location. Selfridges Ny Yankees Cap Red

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"It is something that we have New Era Kansas City Royals

She said: "We have the ability, because we are only four stores, not 400, to work with each of the markets closely.

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