Sephora Breaks New Ground in Manhattan

Sephora opened its seventh store in Manhattan in February at the Shops at Columbus Circle in the new Time Warner Center. More than 250 beauty firms are represented in the 4,875-sq. ft. shop, including 115 fragrance brands, 30 makeup lines and 30 skin care and hair care suppliers.
According to Sephora executives, a number of products at the Columbus Circle store are already showing promise. Among the most successful items are Nars’ Orgasm blush, Shu Uemura’s eyelash curler, DuWop’s Lip Venom, Clean’s fragrances and Dr. Brandt’s Microdermabrasion in a Jar.
Another new Manhattan store is scheduled to open this fall at Fifth Avenue and 49th St. The retail chain plans on opening 12-15 new stores this year in such locations as San Francisco and Denver. The stores will average 4000-5000 square feet.
Sephora is also in the process of overhauling its SoHo location with a foundation wall, brighter lighting and new private label gondolas. The store remains open during renovations. “The new gondolas show off the Sephora collection and display it in a way where you can see the whole range,” said Allison Slater, director of retail marketing, Sephora USA. “And with our foundation wall, which breaks down the category into texture, undertone, color and finish, we’re trying to make it easier for women to find the right foundation.”