Bloomingdale’s Gets Into Clean Beauty With WellChemist

First came Glowhaus, now comes WellChemist. In October, Bloomingdale’s is opening its second beauty shop-in-shop concept, this time focused on clean beauty, WWD has exclusively learned. WellChemist boutiques will be open-sell concepts taking up about 250 square feet of space within Bloomingdale’s beauty departments and stocking about 600 stockkeeping units from 35 brands. The first WellChemist is set to open at the East 59th Street flagship in Manhattan on Sept. 28, and eight more are expected to rollout in October. WellChemist locations include its Boca Raton in Florida; Century City, Santa Monica and Fashion Valley in California; Chevy Chase in Maryland; North Michigan Avenue in Chicago; Short Hills, N.J., and SoHo stores. The launch of WellChemist comes one year after Bloomingdale’s introduced its first beauty shop-in-shop, Glowhaus, which is targeted at Millennials and stocks brands and products more commonly found on social media or in specialty retail than in a department store — think Supergoop, Briogeo, Saturday Skin and Sigma Beauty. Glowhaus, which launched at the retailer’s SoHo location in August 2018, will rollout to the flagship store in October. In a beauty landscape where traditional department store beauty counters face increasing competition from online and specialty retailers, Bloomingdale’s has responded by experimenting with shop-in-shop concepts that

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