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Sephora names the site for its London flagship, as it puts the final pieces of its multichannel model in place

Image courtesy of Sephora

Sephora is to open its first London shop in March, giving it a flagship store for its multichannel strategy. 

The LVMH brand launched in the UK in October, a year after entering the market through its acquisition of Feelunique.

Now it is set to open its first shop in Westfield London. The 6,000 sq ft store will feature sell products from more than 135 brands, including Sephora UK exclusives such as GXVE by Gwen Stefani, One/Size by Patrick Starrr, Makeup by Mario and its own Sephora Collection. Other brands will be on sale in a UK store for the first time – such as Tarte, Glow Recipe and Supergoop!

Customers will be able to explore the brands that are on offer through an in-store Grand Beauty Hub that brings together personal advice and technology. They will also be able to use self-checkout and collect points through Sephora’s omnichannel rewards programme.

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

Sarah Boyd, managing director of Sephora UK, says it has been “inundated” with questions about store launches since it started selling in the UK both online and via its mobile app in October.

And Katie Wyle, general manager at Westfield London, says Sephora is one of the most requested stores by customers at the shopping centre. “The launch of their store marks the growth of our beauty offer and will be a landmark moment for beauty fans where they can discover Sephora’s compelling brand mix combined with a high energy, digitally enhanced in-store experience.”

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