It has been widely reported that NEXT is planning to expand its digital operations to host other brands online. Next's CEO Lord Simon Wolfson told The Telegraph that the company had been building a platform for the past year to enable Next to run other brands' online operations, including website and back-end services. 

This announcement coincides with Next's plan to move into dedicated physical beauty stores. Next announced its plans to take over the beauty halls of five former Debenhams stores, based in Hammerson-owned locations including Bullring Birmingham. The Beauty Hall from NEXT will house brands such as Estée Lauder, Clinique, Benefit Cosmetics, Origins, The Ordinary and Dermaologica. 

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