First look at new ‘beautifully designed’ store opening its doors in The Broadway

After months of preparation, lifestyle brand Sapphire will arrive at the Bradford shopping centre on Friday.

It is opening in the former HMV unit, opposite the new Primark store, as the music and entertainment retailer has moved to the unit next to H&M. 

The store is located opposite the new Primark (Image: Newsquest) The Broadway’s Sapphire store will be the Pakistani brand’s first shop in the UK.

Following the ribbon cutting at 9.45am, customers can enjoy a launch offer of 30 per cent off all this weekend (October 18-21).

The ribbon cutting at Sapphire is on Friday morning (Image: Newsquest)

T&A has a sneak peek

When the Telegraph & Argus visited on Thursday, the unit had been transformed. 

Customers are hit by a colourful floral visual that drapes down the wall behind the till area and continues along the ceiling.

This visual is stunning (Image: Newsquest) The shop has a bright feel, with spotlights illuminating the retail space and vibrant pieces of clothing displayed on rails and mannequins throughout the store. 

Plenty of vibrant clothing is available (Image: Newsquest)

‘Premium quality fabrics and on-trend designs’ at Sapphire

In May, The Broadway said Sapphire is renowned for its premium quality fabrics and on-trend designs.

The grand opening was teased as an “exciting first look at the beautifully designed space, which mirrors the chic, modern aesthetic of Sapphire’s collections”.

Customers can enjoy 30 per cent of items this weekend (Image: Newsquest) At the time, Imran Choudhery, international chief operating officer of Sapphire, said: “Launching our first store in the UK at The Broadway is a proud moment for us.

“We are excited to bring our unique blend of heritage craftsmanship and contemporary style to the UK audience, and Bradford’s vibrant community is the perfect place to start.”

Ian Ward, general manager at The Broadway, added: “We’re so proud to be the first location for Sapphire here in the UK and we know our shoppers will love the wide choice of fashion choices.”

Manikins, like this one, can be seen across the store (Image: Newsquest)

Exciting times for The Broadway

Sapphire’s arrival continues an impressive end of the year for the shopping centre, which turns 10 years old in 2025.

Last month, Primark opened its doors in the old Debenhams unit, while beauty and wellbeing brand Rituals will open its doors next Wednesday (October 23).

Fried chicken chain Wingstop is also due to open its doors outside the shopping centre, in the unit next to Specsavers.  

Although an opening date is yet to be announced, the company’s logo adorns the exterior of the unit, featuring messages like ‘we run the wing game’ and ‘Bradford flavour incoming’.