In an age when some retailers are shuttering their physical doors, the beauty retailer plans to open over 30 digitally integrated brick-and-mortar shops, as well as expand value-added personalized service

Beauty retailer Sephora has an expansion planned for 2019. Currently, the brand has over 460 stand-alone locations and 660 in-store set ups with its J.C. Penney partnership, and will add 35 new ones.

The first location of the expansion to open will be the Hudson Yards location, a major real estate development on Manhattan's West Side, and will be followed by locations in Florida, Dallas and California. These new locations will continue to sell Sephora's large variety of products and brands, but will also begin to offer new in-store services: Along with makeup and skincare, the new Sephora locations will feature a digital suite where customers can, for instance, test their “Color IQ,” scanning their skin and finding the most scientifically accurate foundation match.

“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,” says Mary Beth Laughton, executive VP of omni retail at Sephora, of the overall goal for the new stores' experience.

Sephora


Lead image: stock photos from Sorbis/Shutterstock

Beauty retailer Sephora has an expansion planned for 2019. Currently, the brand has over 460 stand-alone locations and 660 in-store set ups with its J.C. Penney partnership, and will add 35 new ones.

The first location of the expansion to open will be the Hudson Yards location, a major real estate development on Manhattan's West Side, and will be followed by locations in Florida, Dallas and California. These new locations will continue to sell Sephora's large variety of products and brands, but will also begin to offer new in-store services: Along with makeup and skincare, the new Sephora locations will feature a digital suite where customers can, for instance, test their “Color IQ,” scanning their skin and finding the most scientifically accurate foundation match.