Sephora Plans Shops-in-Shops at M&S Stores in UK

Sephora (Neuilly-sur-Seine, France) will set up shop-in-shops in 100 Marks & Spencer stores across the U.K. next spring The deal will offer customers “more of the beauty brands they love and a stronger specialist experience,” the partners said in a news release.

“Since bursting on to the scene in the UK, we have always believed that becoming part of the communities we serve means more than simply opening stores and having a great online experience,” said Sarah Boyd, Managing Director, Sephora UK. “We have taken a deliberately local approach to every city we enter, from celebrating local culture and creators to tailoring our opening moments and marketing to reflect the people who live there. This personalization has been a huge part of our success thus far, and now partnering with M&S, a brand so trusted, loved and deeply ingrained in British life is not just a great honor and privilege, but also an extremely exciting next step in our expansion journey.”

Said John Lyttle, Managing Director, Fashion, Home & Beauty at M&S, which operates about 227 full-line stores (clothing, home goods and food) and about 335 dedicated food halls and groceries: “We’re transforming Fashion, Home and Beauty at M&S, creating a better experience for our customers and building a more efficient, more profitable business. Our new partnership with Sephora is the next step in this transformation. Beauty is an important category for M&S, with the potential to attract new customers to shop with us and give existing customers the opportunity to shop with us more often.”

Details on which specific M&S stores will house the Sephora shops have not yet been released. Sephora has a much larger shop-in-shop fleet in America, in the form of in-store boutiques in all of Kohl’s 1100 locales. The beauty brand is owned by the French luxury conglomerate LVMH Moët Hennessy Louis Vuitton.