Sephora Revamps Real Estate Strategy, Plans 100 Store Openings in 2020

Sephora is kicking off 2020 with some major retail plans. On Tuesday, the beauty retailer unveiled its aim to open 100 new store locations across North America in 2020 — more than double the store openings the prior year. The stores will be across 75 different cities, and centered around local neighborhoods and community centers. The goal is to put stores “Where clients live and work…with the primary focus being on ease and convenience,” Sephora said in a statement. “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,” said Jeff Gaul, senior vice president of real estate and store development for Sephora. “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 locations underscore a deviation in the company’s real estate strategy, which has relied significantly on mall space, including Sephora inside J.C. Penney locations. The new locations will be in street and local centers, as well as established shopping centers, the company said. In the U.S.

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