Sephora Expands in North America

Beauty retailer Sephora revealed it will open 100 new store locations across North America in 2020, marking the largest single-year North American expansion in the omni-retailer’s history. Under the leadership of Jean André Rougeot, who joined Sephora Americas as president and chief executive officer in February 2019, Sephora is more than doubling the number of openings from the previous year. The new stores will open in locations where clients live and work including street and local centers as well as a mix of new and established shopping centers, with the primary focus being on ease and convenience for all clients, said the company who is big on trendsetting in the beauty business.

On the heels of large-scale openings at New York’s Hudson Yards and Times Square, and the most recent grand re-opening at The Grove in Los Angeles in November 2019, Sephora will open stores in more than 75 cities centered around local neighborhoods and community centers, including Charlotte (North Carolina), Nashville (Tennessee) and San Jose (California).  The stores will feature a sleek architectural and visual design that focuses on the classic Sephora DNA look and feel, and utilize more cost-effective materials allowing the retailer to deepen the investment in client centric experiences, services, and employee development.  Additionally, all new stores will be powered by 100% renewable energy, helping to reduce the retailer’s energy consumption and underscoring its commitment to the planet via its Sephora Stands sustainability program.

“Everything we do at Sephora is with our clients’ evolving needs in mind,” said Jeff Gaul, Senior Vice President of Real Estate and Store Development, Sephora. “In looking at where and how today’s beauty lover is shopping, there’s no doubt that there’s a trend toward more local shopping destinations. This year, clients can expect to see more Sephora stores not only in malls and high-traffic shopping centers, but also closer to home. These locations are meant to complement our existing fleet and give clients a more personalized and customized experience.”

As part of the retailer’s strategy, the store mix will also include a 4,000 square foot format for a selection of local stores. The smaller footprint will more seamlessly integrate into street and local center locations and will feature layout changes including haircare and skincare more prominently at the front of the store, a new Sephora Studio for skin and beauty services, while keeping the Beauty Advisor service and self-discovery experience concepts that Sephora is known and loved for like mobile checkout, Find Your Fragrance and Beauty on the Fly.

The Sephora retail concept is grounded in presenting its clients with the most unique product assortment, store design and client services. More than 20 years ago, Sephora was the first beauty retailer to employ the unique open-sell philosophy, allowing clients to shop a myriad of brands and encouraging them to try, test and play with everything from lip glosses to blushes, skincare to fragrance.