SEPHORA is opening its second UK store in Westfield Stratford on November 15th, 2023. This follows the March opening of the first UK store for the brand in Westfield White City. Sephora’s entry into the UK market has been well received by all of its UK fans who gave the White City store its biggest ever opening – with 5,000 people attending the opening day. Sales continue to be +300% vs expectations. The Stratford store is expected to be the first of a series of openings throughout the UK with the brand currently seeking country-wide sites.
The brand is committed to adapting to the needs and cultures of the UK customer, with bespoke to the UK product assortment, UK specific store design and layout and involvement of the local communities, as well as unique social media and communications campaigns.
The brand’s iconic black and white stripes will be the key focus of the Stratford store’s 23 metre façade. The ultra modern interior will follow the distinctive codes of the first store, with soft geometric shapes, ambient lighting, textured finishes, and greenery bringing the SEPHORA experience to Stratford shoppers.
The store will offer 125 brands across the makeup, skincare, haircare, fragrance and wellness categories. As well as the globally-renowned Sephora Collection the Stratford store will also feature a host of new and exclusive brands including Adwoa Beauty, Relevant, STRAAND, Salt & Stone and Naked Sundays. These new brands will join Sephora UK’s existing selection of exclusive brands including Haus Labs by Lady Gaga, Glossier, GXVE Beauty, ONE/SIZE Beauty, Makeup By Mario, Skinfix, Vegamour, The 7 Virtues and Commodity. In-store exclusives like Glow Hub, Glow Recipe, Coco Cosmetics and Danessa Myricks will be available to swatch and discover, joining cult-favourites like Fenty Beauty, MILK Makeup, Kosas, Drunk Elephant, Sol de Janeiro and more.
As part of SEPHORA’S commitment to the immersive shopping experience in its stores, the grand Beauty Hub will take a premium position in Stratford and offer a range of unique beauty services and treatments performed by in-house experts. The Beauty Hub in Stratford will boast a luxe open plan design – an accessible update to the original 360 circular shape that will allow more space for services.
SEPHORA cast members, all trained at the SEPHORA University, will provide the insightful & knowledgeable customer service expected from the fans of the brand with many being recruited from the local community, as well as globally from existing stores. SEPHORA professional makeup services will be provided by the SEPHORA Beauty Advisors and a menu of express skin treatments will be on offer from brands including Elemis and Dermalogica. Hair styling from Dyson will also be on site.
Other services and features will include:
• The SEPHORA UK Lip Bar, offering customers an array of colours and finishes • The Benefit Brow Bar
• Personalised fragrance engraving
SEPHORA will be gifting the first 300 customers on opening day a deluxe gift bag. There will be more giveaways and entertainment from local East London talent to look forward to. Other treats on offer across opening day include pro sessions from mega brands and meet and greets with iconic beauty powerhouses and founders. Celebrity makeup artist and founder Natasha Denona will be offering a limited number of winners on social media a professional consultation and express application. Plus, 7 Virtues founder Barb Stegemann, pioneer of natural and organic perfume will host an experiential ‘Smell of Success’ session.
As fans nationwide wait for news of regional store openings, SEPHORA UK remains steadfast in its dedication to digital excellence through its App and online service. Customers can access the best of holiday season, and upcoming cyber offers at sephora.co.uk, while the increasingly popular Sephora UK App, available both on iOS and Android, offers easy access to Sephora REWARDS in-store and online.
Commenting on the launch, SEPHORA UK CEO, Sarah Boyd said:
“We are so grateful for the welcome we have received from our fans in the UK. Their response to our White City opening blew us away and far exceeded our expectations. We are committed to giving the UK a unique SEPHORA experience, one tailored to the unique cultural needs of this wonderful country. We hope the community in Stratford love the store as much as those in West London and look forward to a day of treats and surprises at our opening.”