November 19th 2024.
Sephora has a special place in the hearts of makeup enthusiasts - it's like a dream come true for them. It's a haven for all things beauty, where devoted fans flock to and their wallets suffer. For a long time, the UK lacked a physical Sephora store, leaving fans with no choice but to make a pilgrimage to France or the US in order to get their hands on their favorite specialist cosmetics and high-end skincare products.
However, everything changed a few years ago when the famous makeup giant, owned by LVMH, finally arrived on British shores. And since then, they have opened several more stores and have even bigger plans for expansion. With a cult-like following, Sephora aims to open 20 new stores in the UK by 2027 and strengthen its online presence, making it possible for more makeup lovers to get their hands on coveted brands such as Chanel, Dior, and Glossier, along with their own brand collection.
In an interview with The Times, Sephora's chief executive Guillaume Motte shared their ambitious plans for the UK market. "We're probably looking in the next two to three years to have at least 20 stores in the UK," he said. While many retailers are shifting their focus to online sales, Motte disagrees with the notion that the high street is "dead", stating that "boring retail is dead, but exciting retail is alive and thriving."
The opening of Sephora's Westfield store last year saw thousands of eager customers queuing outside, eager to get their hands on the latest and greatest beauty products. Motte acknowledges that Sephora may not have the largest physical presence compared to other beauty stores like Superdrug and Boots, but their goal is to become the most loved beauty destination in the UK.
This isn't the first time Sephora has tried to make its mark in the UK market. They initially entered the market in the early 2000s but pulled out in 2005 after opening six stores in five years. After an 18-year hiatus, they made a comeback in the UK by acquiring FeelUnique's website in 2022. A year later, they opened their first brick-and-mortar store in London's Westfield White City, followed by another store in Westfield Stratford a few months later.
Their launch in the UK attracted thousands of beauty enthusiasts who were willing to travel to London and queue for hours just to get their hands on Sephora's high-end products. Since then, visitors have been raving about their experience, with some describing it as a "girl's playground". Sephora now has six stores in the UK, including Manchester Trafford Centre, Newcastle Eldon Square, Newcastle Metrocentre, and Birmingham Bullring, all of which opened this year.
When Sephora Birmingham opened its doors for the first time, over 2,000 people lined up outside, with some even camping overnight for the grand opening. Videos and photos of the long queues flooded social media, with one TikToker, serenaworldwide, sharing their excitement and plans to camp outside the store for a goodie bag. Sephora UK also posted the opening on their TikTok account, which resulted in a flood of comments from users begging them to open more stores across the country. Others couldn't contain their excitement and shared that their bank accounts were not prepared for the shopping they were about to do.
By next year, Sephora plans to have eight stores in the UK, with one set to open later this month at Kent's Bluewater shopping centre and another in the works for spring 2025 at Liverpool One shopping centre. This rapid expansion shows the love and demand for Sephora in the UK, and it's clear that they have a bright future ahead. Do you have a Sephora story to share? We would love to hear from you! Get in touch by emailing us at [insert email address].
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