12.03.10
Macy’s will expand the test of Impulse Beauty, an open-sell concept featuring niche beauty brands. Impulse Beauty is already in more than 50 doors and last month the retailer unveiled a 1,500-square-foot department inside Macy’s Herald Square store. Another 40 are set to open next year, bringing its chainwide total to 94 store-in-store boutiques in 2011.
Macy’s began testing Impulse Beauty nearly two years ago, as an answer to a growing crop of open-sell beauty retailers, ranging from Sephora to Ulta.
Macy’s began testing Impulse Beauty nearly two years ago, as an answer to a growing crop of open-sell beauty retailers, ranging from Sephora to Ulta.