In a move that will see the retail chain grow their chain of stores from 460 to 495, the chain is demonstrating how well they are performing even under a tough economic climate. This is extremely good news for a business that prides itself on innovation and on listening to the demands of its customers.
The first new store to open will be in New York, with an opening in the Hudsons Yard Development in early March. New Sephora stores will then be popping up throughout the United States in locations such as; Washington DC, Los Angeles, Dallas, Seattle, Charlotte, North Carolina and plenty of other towns and cities.
It seems that California has been targetted as a state, with nine of the new store openings being within its boundaries.
The success of the Sephora brand isn't just down to the endurance of the beauty industry, although this is a sector of the market that does keep growing in the United States. It could be argued that much of their success is down to the 'touch and feel' environment in their stores.
In an age, where we can buy everything we need online if we want to, it is the stores that allow customers to play with their products so that they can fully demonstrate them before they make a purchase, that are doing well. This is certainly the case when it comes to Sephora.
The beauty brand also announced alongside their expansion that they have plans to partner with OrangeTwist and that this partnership would feature in three of the brand's new California locations. OrangeTwist is a treatment company, who specialise in treatments for the skin, body and face. It is in this partnership that clues about the direction that Sephora wish to take can be seen.
They are definitely sticking with their high-end approach and in offering the customer an experience rather than just focussing on the sale. Experience is something that Sephora has always offered in the past but it could be that they need to step up their game, given the way that many drug-stores are aggressively attempting to poach customers by offering treatments of their own.
One thing is for sure, this new partnership coupled alongside the growth of the chain could certainly be the answer.
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