Feb 4, 2020
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Sephora to go local with 100 new North American stores in 2020

Feb 4, 2020

One year after Jean André Rougeot took over as CEO of its Americas subsidiary, French cosmetics chain Sephora has announced plans for 100 store openings across North America in 2020, the largest single-year expansion in the region in the company’s history.

Sephora is embarking on its largest single-year expansion in North America this year - Photo: Sephora

The expansion will see Sephora open more than double the number of new North American stores compared to last year and will focus on locations that offer maximum convenience to shoppers.
As such, the new store mix will include locations in streets and local centers, as well as both new and established shopping centers.

Openings are planned for more than 75 cities and will be positioned near local neighborhoods and community centers. Cities mentioned by the retailer include Charlotte, North Carolina; Nashville, Tennesse and San Jose, California.
The new stores will channel Sephora’s signature sleek aesthetic and will be constructed using more cost-effective materials so as to allow the company to “deepen the investment in client centric, experiences, services, and employee development.”
Similarly to the rest of Sephora’s North American locations, the new stores will feature digital beauty tools, such as Sephora Color IQ and the Sephora Digital Makeover Guide, as well as trained beauty advisors and a beauty studio offering beauty services. They will also host beauty-related events and classes.
As part of the retailer’s ongoing Sephora Stands sustainability program, the new locations will all be powered by 100% renewable energy.
The new additions will also include a selection of local stores featuring a smaller 4,000-square-foot format, which will allow the locations to integrate more easily into their surroundings. The format also presents layout changes, such as more prominent positioning of hair and skincare.
“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,” explained Sephora’s senior vice president of real estate and store development, Jeff Gaul, in a release. “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.”
The announcement of the new stores comes on the heels of larger-scale stores openings made by the company in recent months, including New York locations at Hudson Yards and Times Square, as well as the grand re-opening of its store at The Grove, Los Angeles, in November of last year.
The retailer’s latest plans reveal not only a shift to provide consumers with a more local experience, but also the company’s continued faith in the power of physical retail, a channel which it claims is more relevant than ever in the beauty sector. 
“As we look at ways to continue to be more inclusive and accessible, brick & mortar continues to be a huge opportunity for us to deepen emotional connections with our clients and local communities,” said Rougeot.

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