The apparel brand is incentivizing store visits with a Cos Bar beauty shop in shop, adding value to its brick and mortar experience while helping the smaller retailer gain exposure

Premium apparel retailer Banana Republic is entering the beauty space with a Cos Bar collaboration. The latter specializes in luxury cosmetics and is opening its own store inside Banana Republic’s San Francisco flagship location, as detailed in PSFK’s Store Experience Design Debrief

The in-store Cos Bar will occupy a much smaller space than in a standard space, but will feature a sampling of its most luxurious products in addition to more affordable options for BR’s clientele, with brands ranging from Clinique to Clé de Peau. Products are stored either on the shelf, like at a standard Cos Bar, or in an area convenient and accessible location for a grab-and-go shopper.

This collaboration is not the first between a premium apparel retailer and beauty: Club Monaco’s NYC flagship tested out a rotating beauty shop in shop at the end of last year. Cos Bar chief executive officer David Olsen explains, “Retail is changing, retailers are partnering together and everyone needs to be nimble.” In addition to increasing the value of store experience for BR customers, the beauty bar also serves to up exposure for smaller retailers like Cos Bar, encouraging shopper discovery of new products.

Banana Republic

Cos Bar

For more examples and insights into brick and mortar innovation, download PSFK’s Store Experience Design Debrief here.

Premium apparel retailer Banana Republic is entering the beauty space with a Cos Bar collaboration. The latter specializes in luxury cosmetics and is opening its own store inside Banana Republic’s San Francisco flagship location, as detailed in PSFK’s Store Experience Design Debrief. 

The in-store Cos Bar will occupy a much smaller space than in a standard space, but will feature a sampling of its most luxurious products in addition to more affordable options for BR’s clientele, with brands ranging from Clinique to Clé de Peau. Products are stored either on the shelf, like at a standard Cos Bar, or in an area convenient and accessible location for a grab-and-go shopper.