Blue Mercury Buys Douglas Retail Units in U.S.

Bluemercury, the beauty apothecary and spa has acquired the U.S. operations of Douglas Cosmetics, which includes four beauty boutiques previously owned by the European retailer Douglas Holding AG.

The acquistions will expand the retailer’s store count to 33 by year’s end, and the company plans to open 10 more Bluemercury locations in 2011. The former Douglas stores are located in Marlton, N.J., Westport, Conn., Philadelphia and Washington, and Bluemercury has outfitted three, so far, with a new nameplate, “Bluemercury 2.”

All four stores will be remodeled to reflect Bluemercury’s store design, complete with a spa, in the first quarter of next year. The store layouts, which range from between 3,000 to 4,000 square feet, are larger than Bluemercury’s typical footprint.Brands includes Clinique, La Prairie, YSL, Estée Lauder, Clarins, Shiseido and Chanel.

In a separate move, Bluemercury opened its second store in Manhattan in late July, located at 1311 Third Avenue and 75th Street. Beck said of the 1,200 square-foot-store.

Within the next few weeks, Bluemercury plans to open stores in Saddle River, NJ and Bethesda, MD