Just days after retailers such as Victoria’s Secret, Amazon and J.C. Penney announced store and pop-up closings, Sephora is gearing up to open 35 new locations across the United States this year. The move marks five years of significant brick and mortar growth for the omni-retailer. The expansion will kick off on March 14 with the opening of its new location at New York’s Hudson Yards, which will debut re-designed Sephora’s Beauty Advisor uniforms by award-winning fashion designer Nellie Partow. The opening will be followed by new locations across 32 cities, including Brooklyn’s Atlantic Terminal Mall, Waterside Shops in North Naples, FL and the Palm Springs area in California.
“At Sephora, we are constantly working to further enhance, personalize and simplify the omnichannel experience for our clients, so the connection between the physical and digital is virtually seamless and highly customized at every touchpoint,” said Mary Beth Laughton, Executive Vice President of Omni Retail. “We are thrilled to be opening in even more communities this year, bringing the best of prestige beauty, including our passionate Beauty Advisors, to more clients across the US, in real life.”
Each location will offer more than 13,300 products from more than 200 brands, ranging from cosmetics and skin care to hair care and fragrance. The new locations will also offer makeup and skin care services, interactive classes and digital tools that can be booked via Happening at Sephora online, or on the Sephora mobile App.
New this year, Sephora is expanding its service offerings through a partnership with OrangeTwist, a luxury treatment center that offers non-invasive body, face and skin treatments. The center’s highly curated menu will be available in an adjacent area connected to Sephora stores in San Diego and Los Angeles. The partnership is expected to debut later this year.