Birmingham-based Pure Destinations, whose sister company Honeymoon Dream was named the Top Weddings and Honeymoons Agency in the 2017 TTG Top 50 Travel Agencies, welcomed customers to its new shop in the Sutton Coldfield area of the city in May.

The agency is a Kuoni partner store – making Pure Destinations the only UK agency to have two shops run in partnership with the operator.

Pure Destination’s first store opened in Edgbaston, Birmingham in 2010 and was later rebranded as a Kuoni partner store in 2015.

The Sutton Coldfield location will be run by manager Simone Adams alongside Natasha Cooper and Donna Enright-Stanton, who has transferred from Edgbaston, with another travel consultant recruited to replace her.

Tom Pestridge, head of marketing, told TTG that since trading began this summer, the new property had started opening on Saturday and management was even considering opening on Sunday to keep up with customer demand. He explained that Sutton Coldfield was a location Pure Destination “had been looking at for some time” and added that plans were being put in place for its “full launch event” later this summer.

“We’re doing really, really well and it’s a location with plenty of footfall and has so much potential,” he said. “We know the area and the clientele suit our style of luxury travel and the customers we are trying to target.”

Among the elements of the store, which was designed in-house by the Pure Destination’s team, is a prosecco bar for customers to enjoy a drink whilst consulting with agents.

“It’s just a quirky feature that adds a luxury feel and gives people the chance to unwind and take time over their booking,” Pestridge added.

Lucy Ellingham, partner area sales manger at Kuoni, said: “This is a great new development for one of our key partners and we’re really impressed with the business and the team at Pure Destinations.”