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Sephora Revamping North American Store Fleet

700-plus locales getting makeovers of varying degrees

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A Sephora store in Orlando. Photo: Photo: M. Suhail/iStock by Getty Images

Beauty retailer Sephora (Neuilly-sur-Seine, France) said it has undertaken an ambitious update to its 700-plus stores in North America. Those plans were detailed by Sephora North America President and CEO Artemis Patrick, at the National Retail Federation’s recent Big Show, report a variety of news sources, including Retail Dive.

Some stores “will get major redesigns, and some will get minor,” Patrick said of the effort, which launched last fall.

Among the changes: The company re-examined its use of gondola displays, which Patrick acknowledged are expensive. “We’re not a cheap date,” she said, “and we don’t want our brands to be spending a ton of money on building these amazing fixtures, and then it doesn’t work out.”

As a result, the company began testing a format that makes it easier to update its stores, with a focus on its key categories of makeup, skin care, fragrance and hair care. Other updates include moving the stores’ beauty studios from the front of the stores to their sides and making adjustments to its checkout areas.

Thus far, 111 stores have been updated, with the rest expected to take place within the next five years. It is the largest capital-expenditures effort in the retailer’s history, RD reported.

Sephora, whose Americas headquarters are in San Francisco, also has a network of shops-in-shops in 900-plus Kohl’s department stores. The brand has been a unit of luxury giant LVMH Moët Hennessy Louis Vuitton since 1997.

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