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Sephora eyes 100 store openings for 2020

Gisselle Gaitan
Online Editor
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Online shopping may be the current craze, but that hasn’t necessarily deterred shoppers from heading to brick and mortar locations.

Sephora announced that it will be opening 100 new store locations across the United States during 2020, marking its largest expansion in its history, the company said.

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Each new store will open in such locations as street and local centers, as well as in new and established shopping centers, with a major focus being on ease and convenience for all clients.

“As I approach the close of my first year with Sephora, I am exceptionally proud of what the Sephora team has achieved, we are optimistically relentless and excited about our growth plans for the future,” Jean André Rougeot, CEO of Sephora Americas said. “Our focus continues to be on anticipating the beauty needs and desires of our diverse clients across North America. As we look at ways to continue to be more inclusive and accessible, brick and mortar continues to be a huge opportunity for us to deepen emotional connections with our clients and local communities. It’s through our interactive store environment, our best-in-class educational tools and services and incredible engagements with our Beauty Advisors that we are able to best service and inspire clients on their beauty journey.”

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Featuring a sleek architectural and visual design that focuses on the brand’s classic look and feel, each of the new stores is to utilize more cost-effective materials that aim to deepen the investment in client-centric experiences, services and employee development, the company said.

In addition, the stores are being powered by 100% renewable energy, which aims to help Sephora’s energy consumption while also underscoring its commitment to the planet via its sustainability program.

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“Everything we do at Sephora is with our clients’ evolving needs in mind,” Jeff Gaul, SVP of real estate and store development at Sephora, said. “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.”

The store mix will include a 4,000 sq.-ft. format for a selection of local stores and the smaller footprint will seamlessly integrate into street and local centers, which will include layout changes that include placing hair and skin care at the front of store, a new Sephora studio, and keeping its Beauty Advisor service, the company said.

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