M&S teams up with Sephora to launch beauty destinations in 100 stores
M&S is teaming up with LVMH’s Sephora to create a new beauty destination in selected M&S stores across the UK next spring.
The new Sephora at M&S shop-in-shop format will launch in 100 high streets and retail parks, alongside a range on M&S.com.
Subscribe to TRBM&S said the partnership will enable it to offer customers a wider range of beauty brands and a stronger specialist experience, while attracting new customers and giving existing customers more reasons to shop with M&S more frequently.
For Sephora, the partnership marks the next step in its UK growth by extending its reach into more communities.
Building on Sephora’s destination stores, boutiques and digital formats, the shop-in-shop model will give more customers access to the brands, expert advice and beauty discovery experience for which Sephora is known.
Customers will be able to shop a mix of established and emerging beauty brands, alongside exclusive products spanning skincare, makeup, fragrance, haircare and bodycare. In addition, specialist beauty teams will support customers in stores, while M&S.com will offer a bigger online range with home delivery and click & collect from M&S stores nationwide.
M&S will be confirming the brand line-up closer to launch, alongside details of new-to-M&S names and selected Sephora exclusives.
John Lyttle, managing director, fashion, home & beauty at M&S, said: “We’re transforming fashion, home and beauty at M&S, creating a better experience for our customers and building a more efficient, more profitable business.
“Our new partnership with Sephora is the next step in this transformation. Beauty is an important category for M&S, with the potential to attract new customers to shop with us and give existing customers the opportunity to shop with us more often.
“Our partnership with Sephora will sit at the heart of our future beauty offer, combining Sephora’s specialist expertise with the strength of the M&S brand, our store estate and our growing digital platform. Alongside this, we will continue investing in our own-label beauty categories where we have established strength and customer trust.”
Sarah Boyd, managing director at Sephora UK, said: “Since bursting on to the scene in the UK, we have always believed that becoming part of the communities we serve means more than simply opening stores and having a great online experience.
“We have taken a deliberately local approach to every city we enter, from celebrating local culture and creators to tailoring our opening moments and marketing to reflect the people who live there.
“This personalisation has been a huge part of our success thus far, and now partnering with M&S, a brand so trusted, loved and deeply ingrained in British life is not just a great honour and privilege, but also an extremely exciting next step in our expansion journey.”
