The British beauty retail scene has become a game of cat and mouse in the last three years. Where one business implements a new store, a competitor shortly follows, keeping the rivalry hot.
Boldy, some retailers have not been shy about sharing their passion to be the best, going as far as to admit strategic retail moves to challenge competitors. In 2023, upon Sephora’s reentry into the UK, Boots President and Managing Director, Sebastian James, confessed to attempting to sabotage the launch.
Speaking at a Retail Week Live event on the topic of combating competition, James said, “In the nicest possible way, if your competitors are struggling, put the boot in. There’s nothing like the feeling that I get in one of my stores when a new competitor opens up in the [same] mall. We had one recently in Westfield, and our whole team lent into the idea of making that launch a disaster. As a result, a whole flock of new customers came to Boots. It was very exciting." Sylvie Moreau, President of Sephora Europe and the Middle East, wittily responded, stating that British Retail is "not for the faint hearted."
Despite pressure from competitors, last year, Sephora opened seven doors across the region in locations including London and Manchester, with plans to expand this number to 20 in 2025. Another of Sephora’s biggest competitors, SpaceNK, followed in Boots’ footsteps and kept the French beauty giant on its toes throughout 2024, following closely behind with store openings, including a second flagship store reveal in Manchester just three months after Sephora set up shop in the area.
SpaceNK’s next destination to keep the pressure on Sephora? Bluewater, Kent, where Sephora opened to the public in November of last year. The retailer is set to land at Bluewater Shopping Centre in April, marking its first store opening of 2025 as part of its ongoing commitment to expansion, which will see the ribbon cut on 10 new locations throughout the year.
The 2760-square-foot store—which will be adjacent to The White Company and Rituals—will offer a range of beauty SKUs from over 100 brands. The space has been designed to cater to an outstanding customer experience, inviting shoppers to receive consultations and product recommendations from beauty experts educated on all of the store's brands. This roster includes Glossier, with which SpaceNK tapped a partnership last year, following the brand's exclusive retailer launch through Sephora just a year before.
"With its vibrant atmosphere and exceptional visitor experience, Bluewater is the ideal location for us to connect with even more customers and showcase our unique offerings in the heart of Kent,” said Charlie Evans, Head of Retail at SpaceNK. "This opening marks an important step in expanding our presence in the region, and we’re thrilled to become part of the dynamic Bluewater community."
The new store is not actually SpaceNK’s first time trading to customers in Bluewater. The retailer had a presence in the shopping center after setting up shop in 2007, however, the stint was short lived, and doors were closed in 2012. Upon closing, there was no official commentary from the retailer, but beauty consumers on Reddit had their fair share of opinions. One user noted, “I’ve been there loads and never seen a single person in there.” Another mentioned, “Renting the space for a store is super expensive in Bluewater… it’s probably a huge overhead and not worth keeping.”
The competitive nature of the British beauty retail landscape continues to evolve, with key players including Sephora, Boots, and SpaceNK, vying for market dominance. SpaceNK’s reentry to Bluewater signals its intent to continue to challenge Sephora on its own turf, while reflecting its resilience and adaptability that is required to thrive in such a high-stakes environment. With the rivalry between beauty giants heating up, consumers are undoubtedly the biggest winners, benefiting from an ever-expanding range of products, services, and innovative retail concepts.
