For those keeping an eye on the British beauty scene, it is no new news that Northern England, particularly Manchester, has become the latest hot spot for retailers to set up shop. So far this year, Mancunians have been given a dose of Sephora, with a 5,380-square-foot store opening in May, which came shortly after the announcement of plans for a second SpaceNK flagship store in the area. As Northern customers continue to "scream out" for more of their favorite brands and SKUs to be accessible from their doorsteps, more and more retailers are beginning to listen.
The Hut Group (THG)-owned Lookfantastic, known for being one of the first-ever online British beauty stores, is the latest retailer to announce plans to make a (physical) name for itself in the Manchester area. The company has chosen Altrincham, Greater Manchester, as the location for its first-ever conceptual brick-and-mortar store.
The store will occupy an area in the Stamford Quarter, which JD previously held until December of 2023. The space will have a customer-centric and experimental atmosphere offering over 90 brands, including Sol de Janeiro, NARS, and YSL.
"We're thrilled that Lookfantastic has chosen the Stamford Quarter as the location to open their new store," said James Tootle, Head of Retail and Leisure at Bruntwood. "2024 has been a transformative year for this area of Altrincham, and Lookfantastic's arrival will further cement the Stamford Quarter as one of the leading retail destinations within Greater Manchester and beyond."
Prior to the announcement, Lookfantastic had only ever had a physical retail presence in the form of pop-up shops. This began in the summer of 2022, with an experimental shop in Manchester's Trafford Centre, allowing customers to sample some of its best-selling SKUs and TikTok viral products through a custom-made conveyor belt. Shortly after, on Valentine's Day 2023, the retailer opened (temporary) doors at Manchester's Arndale shopping center, featuring gift sets, fragrances, and sexual wellness products. Lookfantastic's latest installation came at the end of last year, this time in London, in the form of "The House of Beauty," which offered interactive elements such as the Lookfantastic Café, where customers could receive complimentary branded drinks.
"We're excited to bring the Lookfantastic experience to life with our concept store," commented Lucy Gorman, CEO of THG Beauty. "This innovative retail space will go beyond products, offering a unique and immersive beauty destination. Customers can discover and purchase from their favorite brands, and enjoy beauty services, bringing digital beauty into the third dimension for our loyal, local customer base in a whole new way," she added.
The store opening comes at a time where the longevity of pure-play retail is being continuously questioned, with some, including Forbes, going so far as to describe the trading style as “dead." Global real estate business Savills also suggests that pure-play retailers need a true omnichannel presence to succeed in today's landscape, as pure-play e-commerce operations are facing an array of operational cost increases on top of expensive returns policies, meaning many have seen their already-squeezed margins hit. “Genuine omnichannel retailers—those with both online and in-store presences—are faring significantly better,” an article from the company reads.
While it has not yet been confirmed whether or not the store will be the first of many physical locations for Lookfantastic, it is clear that the retailer wishes to be at the heart of the heated competition. Alongside Sephora and SpaceNK, Lookfantastic will also be going up against big names such as Superdrug, and Boots, which is currently in talks of being sold.
Gorman believes that the blueprint for the new store "perfectly complements Lookfantastic's omnichannel strategy," and will bridge the gap between its established online community and the success of its recent pop-up events. The store is sure to gain attention and introduce new customers to the brand, while creating job opportunities for local communities. While it may not be clear what's next in British beauty retail, it is clear that consumers should continue to expect the unexpected, while continuing to call out for the changes they wish to see on the scene. It will be worth keeping an eye on other THG-owned companies including Cult Beauty to see if they too expand to a physical store, which would ultimately confirm a new path for the survival of pure-play retail.
