Sephora’s UK presence is one with a lot of history. The retailer initially set up shop in Bluewater shopping mall, Kent, back in 2000, which was closely followed by five more locations. However, just five years later, the business made a full exit from the UK due to high rent demands and low footfall as a result of strong competition.
In 2021, the beauty giant bought Feelunique from private equity firm Palamon Capital in a deal rumored to be £132 million, setting the wheels in motion for a return to the UK market. When launching online-only in October of 2022, Sephora UK began with a rocky start, but once the initial creases were ironed out, it was greeted with open arms by consumers. A flagship was then established, with the rollout of a 6,000-square-foot unit at Westfield White City in West London, which opened in March of this year.
The physical renewal was met with "unprecedented demand," leading to the reveal of a second store, which opened in November at Westfield Stratford City, East London. Taking things beyond the city of London, Sephora is heading up north, with plans to open its third store next summer at the Trafford Centre in Manchester.
"We are extremely excited to bring Sephora to Manchester, one of the most vibrant cities for beauty in the UK. Expanding our presence beyond London is something that consumers have been screaming out for, and we are listening hard to them when deciding where to go next. The Trafford Centre, known for its iconic atmosphere and diverse retail offering, is the perfect location for our third store," said Sarah Boyd, Managing Director of Sephora UK.
The store is set to be 5,380 square feet, hosting an assortment of 135 brands, including Makeup by Mario, GXVE by Gwen Stefani, and Haus Labs by Lady Gaga. The third store is sure to follow suit of the current two in the UK, with biophilic-inspired design elements like double-height ceilings, tall green plants, and fixtures with soft edges and textured finishes. The exclusive aesthetic is further reinforced with curated merchandise areas, education, immersive experiences, and services.
The expansion comes as the battle to be the best British beauty retailer continues at a rapid pace. The pent-up demand from consumers outside of the capital is finally being met; however, Sephora will be up against much-loved names in the premium shopping district, including the 126,000-square-foot Selfridges store, Harvey Nichols, and Space NK.
Just last week, Boots opened its first-ever beauty-only store at Battersea Power Station in South London, with plans to expand the initiative across Britain. The beauty playground spreads across 11,200 square feet and is stocked with over 250 brands offering "top-to-toe beauty solutions to suit all budgets" alongside new "industry-leading" skincare services. New brands launching at the store and online include r.e.m. Beauty, Kerastase, and Shu Uemura. Boots Beauty also scored the brick-and-mortar launch for Gen Z juggernaut Bubble Beauty, which is set to roll out into 200 Boots stores nationwide. The move marks a strategic shift for the retailer, which has always combined beauty operations and its health business under one roof.
Sephora has set the tone for summer 2024's beauty retail adventures, and only time will tell if other retail giants follow suit.
