Sephora is planting its flag in London’s Westfield buying middle because it makes its brick-and-mortar return to the UK
Confirming a earlier report by WWD, Sephora, a part of LVMH Moët Hennessy Louis Vuitton, mentioned it is going to open its first location within the UK since 2005 within the White Metropolis-located mall in West London in March.
Extra from WWD
The world has gone via a change lately, with the close by former BBC Tv Heart changed into a swanky SoHo Home full with a rooftop pool.
Different tenants at Westfield London embrace Apple, Coach, Gucci, Boots, Jimmy Choo, Aesop, Tommy Hilfiger, Kiehl’s and Mulberry.
Of its return to the UK, Sarah Boyd, the brand new managing director of Sephora UK, informed WWD she believes the UK is residence to the “most fun dynamic magnificence junkie on the planet.”
“It is a actually thrilling place to work in magnificence and to consider magnificence and to take a look at the style. It is also a really massive market,” she mentioned. “The timing has been a query of actually discovering the precise method to enter the market and once we bought Feelunique simply over a yr in the past now, that was the proper time to have the ability to come again in.”
As for this particular retail location, she added that whereas there are many different places that Sephora is contemplating for the long run, Westfield London is “that good setting the place you have acquired the combo between mass market and luxurious.”
“It is the correct mix of experiential and [food and beverage], in addition to buying. You may think about going and spending an entire day there,” she famous, including that it has some actually nice flagships. “It actually felt like the precise place to begin.”
Katie Wyle, normal supervisor at Westfield London, mentioned Sephora has been probably the most requested shops by prospects. “The launch of their retailer marks the expansion of our magnificence supply and might be a landmark second for magnificence followers.”
The shop will span 600 sq. meters and be wrapped in Sephora’s iconic black-and-white stripes, whereas the inside, the primary of its form on the planet, will supply double-height ceilings, tender geometric shapes, ambient lighting, textured finishes and greenery.
Different options embrace self-checkout, a central magnificence hub, wrapping stations and an area for providers comparable to pores and skin diagnostics, make-up and a Profit Forehead Bar. Providers like Hydrafacial, current in lots of US Sephora places, are into account, Boyd confirmed.
Launching with 135 manufacturers, it is going to additionally give UK customers unique entry to manufacturers comparable to Gxve by Gwen Stefani, Drunk Elephant, Ilia, Milk, JVN, Rem, One/Measurement by Patrick Starrr, Refy, Danessa Myricks, Kosas, Make-up by Mario , Sunday Riley, Glow Recipe, Fenty, Tarte, in addition to Sephora’s personal Sephora Assortment.
As well as, there might be a big assortment of premium manufacturers, together with Sisley, Gucci Make-up, Tom Ford and Dior, and Sephora can even have its loyalty program in London, though it’s a little completely different from different markets.
This is not Sephora’s first foray into the UK The retailer opened its first retailer there in 2000 in Bluewater buying middle in Kent, opening 9 doorways total. However in 2005, they have been shuttered, unable to interrupt via amid intense competitors from Boots and others.
Nonetheless, in 2021, Sephora, based in France by Dominique Mandonnaud in 1970, made its first step into reentering Britain, buying the web status magnificence retailer Feelunique in a deal valued at 132 million kilos. That has been rebranded as sephora.com. Feelunique shipped about 80,000 merchandise per day.
“It is exactly that Sephora is a model itself that we might achieve completely different continents,” Sylvie Moreau, the retailer’s president of Europe and the Center East mentioned in October, noting that Sephora was the one multibrand retailer to make the highest 100 rating of finest world manufacturers for 2021, compiled by Interbrand.
There’s a lot to play for within the British magnificence market. In line with Euromonitor, it is the second largest European magnificence market after Germany and is within the high 10 worldwide.
Euromonitor beforehand forecast revenues within the British magnificence market to hit $17.32 billion in 2022, with annual progress anticipated to be 4.1 p.c annually till 2026.
As for what’s subsequent, Boyd remained tight-lipped about if there can be extra shops opening this yr and the place they could possibly be.
“It is too quickly to speak concerning the future as a result of we have to see what occurs right here first,” she mentioned. “We’re planning for extra shops, however timelines are a bit imprecise in the mean time. We’re places, speaking to landlords, however essentially we need to perceive what occurs once we open our first retailer.”
WWD understands that Sephora had seen house on the shopping center on the positioning of the previous Battersea Energy Station in south London.
On whether or not Sephora might broaden outdoors of London throughout the UK, Boyd mentioned: “I would not be drawn on that one but….We’re doing our community planning overview proper now.”
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