Sephora to launch new boutique format store in London this year

The 4,400 sq ft store, with 2,600 sq ft of trading space, will be located on London’s Carnaby Street in the West End, building on its openings in Belfast and Bristol this year.

The store, which is expected to open in the summer, will provide customers with access to a range of iconic brands, products and collaborations exclusive to Sephora UK.

The concept will focus more on “curated edits, expert advice and speed of service”, and have a different facade.

It will also include “beauty scan” technology aimed at creating more personalised recommendations and a seamless multichannel experience.

Property investment firm Shaftesbury Capital has also increased the beauty offer on Carnaby Street, with Sephora soon to be alongside Pure Seoul and Charlotte Tilbury.

It was also announced on LinkedIn today (February 24) that a Sephora is due to open at Old Spitalfields Market, East London, later this year.

Sephora Europe and Middle East president Catherine Spindler said: “We are very excited to reveal this new store format, carving out our own unique path through an expansion strategy and commitment that reflect our ongoing consumer engagement.

“We’re thrilled to bring this new experience of Sephora to London – a city that has always been at the heart of beauty, culture and innovation.”

Shaftesbury Capital director of retail and restaurant leasing William Oliver added: “Sephora is without a doubt one of the most coveted brands in the UK right now.

“Its emphasis on curation, bringing together products and experiences that can’t be found elsewhere, means Sephora UK will differentiate itself from the beauty offer in Soho, complementing the existing retail mix and aligning with Carnaby Street’s appeal to such a broad consumer base.  

“That we’ve been able to secure this first site in the West End is a clear sign of Carnaby Street’s reputation for best-in-class retail, and it will be really exciting to reveal this unique space in the summer.”