Boots is actively looking for two high street shops in Dublin for the first of its planned new chain of Pure Beauty upmarket cosmetic stores, according to Irish marketing manager Deirdre Burns. The new stores, which focus on designer brands in cosmetics, fragrances, skin and hair care and vitamins, are expected to increase by 5 per cent the UK chemist chain's share of the £3 billion a year market.

The Irish branches of Boots have out-performed all other outlets since the first store commenced trading in the Jervis Centre in 1996. The new stores will be a completely new concept in beauty product selling, says Ms Burns, with on-floor customer interaction and a separate make-over section. Upmarket beauty products new to the Irish cosmetic scene will be introduced along with familiar brands. Should Boots manage to find a suitable premises on Grafton Street, the new store is likely to provide competition for Brown Thomas's smart new ground floor cosmetic department.