It will be the most significant expansion in Sephora's history, demonstrating its confidence in the retailer's future.
Sephora, a cosmetics and personal care retailer that markets thousands of beauty brands, has announced sweeping plans for the near future. The company is planning the largest expansion in its history, including a significant increase in physical brand stores.
A total of more than 260 new stores are scheduled to open in the U.S. market as early as 2021. Some of the latest beauty stores are planned to open as freestanding - in total, and such outlets will be about 60 and will be located in suburban areas. Most of the new Sephora stores will be opened inside department stores following the retailer's traditional format. A total of about 200 of the brand's stores will open in Kohl's department stores.
Newly opened retail spaces will have renovated interiors, using modern architectural approaches and design trends. The brand plans to make extensive use of additional lighting effects to enhance customer comfort.
The new stores will also offer customers a more comprehensive range of delivery and pick-up services in addition to the design. Sephora is investing in improving online ordering convenience and developing a service for online reservations of products and subsequent pick-up from stores.
This massive expansion and Sephora's willingness to invest heavily in physical retail space show its confidence in a bright future for retail. Despite all retailers' plight, the retailer is committed to providing customers with precisely the beauty shopping experience they are used to and is betting that things will gradually get better, providing retailers with new growth opportunities.
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