Dive Brief:

• Two years after acquiring U.K.-based Feelunique, Sephora is returning to the market with its own stores, opening a location in March at the Westfield London shopping center, according to an announcement emailed to Retail Dive.
• The 6,000-square-foot store will feature a Grand Beauty Hub, where shoppers can browse the store’s various cosmetic and personal care products. The center is focused on a combination of technology and the human touch and will provide “memorable experiences.”
• The store will feature more than 135 brands, including Makeup by Mario, GXVE by Gwen Stefani, Fenty Beauty, Drunk Elephant, Dior and Tom Ford. Some brands are entering the U.K. market for the first time through Sephora, including Tarte, Glow Recipe and Supergoop.

Dive Insight:

Sephora is opening its first U.K. store since exiting the region in 2005. The retailer launched a website and app in the U.K. in October, which Sarah Boyd, managing director of Sephora U.K., said was “very successful.” The retailer has been asked repeatedly about plans to open stores in the U.K., per Boyd, and Katie Wyle, general manager at Westfield London, noted in a statement that Sephora was one of the most requested retailers at the shopping center. 

“Sephora has transformed the beauty experience of customers all over the world, and we are delighted to bring our inspirational in-store environment to London, which has some of the most demanding beauty fans in the world,” Sylvie Moreau, president of Europe and the Middle East at Sephora, said in a statement. “We know that London’s youthful and inventive vibe is one of the best places in the world for us to introduce some of the innovations that will make the Sephora experience even more extraordinary in the future."

Sephora’s expansion into a new country isn’t the only significant change the retailer has made recently. In November, LVMH Group announced that it had appointed Guillaume Motte as president and CEO of Sephora.​ Motte replaced Martin Brok, who exited the company last June. Chris de Lapuente was serving in the interim. 

In addition to opening abroad, Sephora has also expanded its shop-in-shop partnership with Kohl’s. Last year, the company said it plans to roll out its shop-in-shops into all of Kohl’s more than 1,100 stores.

Sephora has also been working on its omnichannel offerings. In September, the retailer introduced an unlimited same-day delivery service for $49 per year. In November, the retailer enlisted DoorDash to handle on-demand deliveries. 

As it looks to build out a compelling merchandise assortment, the retailer in December selected seven new beauty brands to participate in its Accelerate incubator program. As part of the initiative, the company provides participants with mentorship, merchandising support, investor connections, funding and the chance to sell their products in Sephora locations.