Sephora Expanding Store Footprint

Sephora said it will open 100 new store locations across North America in 2020, marking the largest single-year North American expansion in the retailer’s history.

The company is more than doubling the number of openings from the previous year. The new stores will open in locations where consumers 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.

On the heels of large-scale openings at New York’s Hudson Yards and Times Square, and the most recent grand reopening at The Grove in Los Angeles in 2019, Sephora will open stores in more than 75 cities centered around local neighborhoods and community centers, including Charlotte, Nashville and San Jose.

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 hair care and skin care 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.

“Everything we do at Sephora is with our clients’ evolving needs in mind,” said Jeff Gaul, svp/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.”