Fresh off the news that DTC darling Glossier is entering retail with a Sephora launch in the US and Canada slated for 2023, the brand continues its branded retail rollout with a new location: Washington, DC.
In just the last year, Glossier opened stores in Seattle, Los Angeles, and Miami, as well as an international outpost in London. The brand also has plans to open in Atlanta, Philadelphia, and Brooklyn by the end of the year, with a return to Soho slated for 2023.
New Glossier CEO Kyle Leahy said, "We haven't yet had a retail presence in the DC area, and we can't wait for our local community to fully immerse themselves in the brand, test and play with our products, interact with our editors, and experience Glossier in real life."
The new store is located at 3506 M Street in the Georgetown neighborhood, which has become ground zero for digitally native brand stores. Glossier joins Warby Parker, Everlane, Faherty, Allbirds, Brilliant Earth, Bonobos, and Outdoor Voices.
Marie Suter, SVP Executive Creative Director of Glossier, shared with BeautyMatter, "Like all of our stores, Glossier DC will be an engaging retail experience, drawing inspiration from the city and its beloved Air and Space Museum while offering customers a place to make connections, play with products, and spark conversation."
The aviation theme of the DC location is inspired by the city's "rich history as an international nexus." The "Jet Age" design theme features arrival and departure signs, runway-style floor lighting, "subtle cloud accents," and faux leather seating modeled after airplane wings and jet seats. The Insta-moment in the DC location is designed to look like an airplane window.
The new location also comes with site-specific merchandise. Glossier luggage tags are available exclusively at the Georgetown store, with proceeds of sales being donated to Build Metro DC, "a non-profit organization that works with youth in under-resourced communities to build career success, entrepreneurial mindsets, and opportunity."
Suter continued, "We can't wait for our community there to experience the world of aviation and the Jet Age, through a Glossier lens, and truly feel like they've been transported up in the sky (inspired by our iconic Cloud Paint)!"
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