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Inside Glossier’s New Miami Outpost

Published March 29, 2022
Published March 29, 2022

Inspired by the brand's successful Art-Deco-inspired Wynwood pop-up in 2019, Glossier continues the rollout of its retail plan with a permanent Miami outpost. As a digital-first company, creating immersive in-person retail has been an effective way to bring the brand to life and connect with consumers. 

"We first got to know our Miami community back in March 2019 at our Wynwood pop-up and instantly fell in love with the city's vibrant energy. Now, three years later, we couldn't be more excited to return with a permanent location, inspired by local beach club culture, in the heart of the Design District," Kristy Maynes, SVP of Retail, shared. "Like all of our stores, Glossier Miami invites everyone to participate in a new kind of beauty experience—one that facilitates people-first discovery, inspires curiosity and wonder, and fosters community and conversation." 

The new Glossier storefront location is located in the heart of the Miami Design District, on the third floor of the Palm Court. Designed by Glossier's in-house creative team, the store was inspired by the city's vibrant beach culture, invoking the feeling of a beach club in a tropical oasis where everyone is welcome.

The store is adorned with sparks of hot pink bringing the electric energy of Miami's nightlife to the forefront, while lush green accents and Florida coral keystone trickle throughout. Guests test products at a metallic-clad Wet Bar wrapped in gleaming, powder-coated green paint, a reference to Miami's car culture. What would a Glossier store be without a perfect selfie backdrop? A focal point of the store design and Miami's perfect photo op is a stucco dome with an underwater room in a soft blue gradient and verdant plant life, mimicking life beath the Miami ocean. 

Over the past year, Glossier has opened three permanent stores to strong consumer demand, welcoming 250K+ visitors across the locations. Glossier Seattle was the first to open in August of 2021 in Seattle's Capitol Hill neighborhood, drawing inspiration from the landscape of the Pacific Northwest and the magical world of mushrooms. Los Angeles followed in November with an outpost in West Hollywood, nodding to classic Hollywood studios. The third location and first international flagship opened in London's Covent Garden in December. 

In July 2021 Glossier raised an $80 million Series E at a reported valuation of $1.8 billion, bringing the company's total funding to date to more than $265 million. The funding was earmarked to scale its online and offline experiences, taking an e-commerce-first approach to entering new international markets, and deepening its presence through dozens of new stores planned for the United States and globally.


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