Sephora UK to open new small format store in London’s West End
Sephora UK is to open a new boutique format store in London’s Carnaby Street.
Spanning over 4,400 square feet, including 2,600 square feet of trading space, the shop will be the beauty brand’s first in the West End.
Subscribe to TRBThe new concept will have a focus on curated edits, expert advice, and speed of service. In addition, it will have a different facade to a usual Sephora store and will feature ‘Beauty Scan’ technology, which will create more personalised recommendations for shoppers.
Catherine Spindler, president of Sephora Europe and Middle East, said: “We are very excited to reveal this new store format, carving out our own unique path through an expansion strategy and commitment that reflect our ongoing consumer engagement.
“We’re thrilled to bring this new experience of Sephora London – a city that has always been at the heart of beauty culture and innovation.”
Sephora will join a line-up at Carnaby Street that includes K beauty brand Pureseoul and Charlotte Tilbury’s ‘Beauty Wonderland. Grown Alchemist, Pixi, Sculpted by Aimee and Aesop also have stores in Soho’s surrounding streets.
Other recent signings in Carnaby Street include US fashion brand Edikted, outerwear specialists K-Way, and the Kookaï Australian fashion brand.
William Oliver, director of retail & restaurant leasing at Shaftesbury Capital, said: “Sephora is without a doubt one of the most coveted brands in the UK right now.
“Its emphasis on curation, bringing together products and experiences that can’t be found elsewhere, means Sephora UK will differentiate itself from the beauty offer in Soho, complementing the existing retail mix and aligning with Carnaby Street’s appeal to such a broad consumer base.”
