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Bluemercury expands brick-and-mortar footprint

With sales of premium beauty products on the rise, Bluemercury shows no signs of losing its momentum.

The beauty retailer, which was acquired by Macy’s in 2015, plans to open about 25 stores this year, and another 30 in 2019, Bloomberg reported. The expansion will give Bluemercury a total of some 215 stores — the retailer also is opening in-store locations at Macy’s.

Bluemercury is using technology to give it an edge. It is expanding its within-an-hour delivery service from New York to Los Angeles, and also developing phone-recognition software to identify customers as they enter a store, the report said, with the intent of sending the customer product suggestions based on recent purchases.

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