The specialty retailer has a large footprint in the U.S. with about 500 stores in the Americas and 660 in-shops in the reputable department store chain, J.C. Penney. The retailer is planning to open 35 new stores in the U.S. in 2019. The establishment of new stores proves not only the enduring strength of the touch-and-feel atmosphere that the retailer is famous for but also of the personal care industry.
The expansion started in mid-March with the launch of an outpost at the new Hudson Yards store on the West Side of Manhattan. Along with the New York location, the beauty retailer will open new stores in 31 cities including Boston, Houston, Washington, D.C., Charlotte, and Seattle. Nine of the new stores will be established in locations throughout California, including San Francisco, Los Angeles, and Palm Springs. Three of the stores in California will feature a partnership with OrangeTwist to offer a variety of skincare and beauty services to customers.
Each store will offer 13,300 products from more than 200 brands ranging from skincare and cosmetics to fragrance and hair care. Customers can expect notable brands like Maison Margiela, DryBar, Drunk Elephant, Fenty Beauty by Rihanna and Sephora Collection which include the retailer's skincare, make-up, accessories, and tools. Beauty services will include 20-minute beauty sessions, 30-minute skincare session, 60-minute private make-up session with a professional artist and a 2-in-1 facial service. There will also be beauty classes where customers can learn via hands-on, interactive tutorials.
Clients will also be able to tap into a suite of digital tools including moisture meters which measure the amount of moisture in the skin and IQ services like fragrance IQ, color IQ, Sephora visual artist, and skincare IQ. Customers can book for these services and more via Happening at Sephora or through the retailer’s mobile app.
Sephora is constantly working to customize, improve and simplify the omnichannel experience for its customers to ensure that the connection between the digital and physical is seamless and highly personalized at every point. And notably, the expansion of Sephora’s brick-and-mortar store is an indication that the retailer is focused on providing high-end products as well as upscale experiences. Launching stores in more communities will help bring the best of prestige make-up, skincare and haircare to more customers in the U.S.
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