Sephora has opened its newest UK store at Bluewater shopping center in Kent, marking a significant addition to the mall’s growing beauty offerings. This launch comes after several high-profile openings at the center, adding a fresh dynamic to the location’s established retail mix. The store, situated directly opposite Inditex’s new Bershka store, occupies a prominent, high-traffic space that has already generated buzz. Even before the official opening on Wednesday, crowds of eager shoppers gathered outside during Tuesday’s pre-opening event.
Inside the store, Sephora’s iconic black and white branding is strategically displayed, signaling the store’s strong entry into the market. The new location comes at a time when Bluewater already boasts an extensive range of beauty retailers, including Boots, Superdrug, Body Shop, Aesop, Kiehl’s, Lush, and others. Despite the competition, Sephora is positioning itself uniquely with exclusive UK brands such as Sephora Collection, Makeup by Mario, Haus Labs by Lady Gaga, and Tarte, among others. Price points range from £7.99 for Makeup by Mario eyeshadow palettes to £180 for Tom Ford fragrances.
Sephora’s return to the UK market is notably different from its previous attempt nearly two decades ago, with the brand now experiencing widespread success. The Bluewater store is the seventh in the UK as part of a broader expansion, and Sephora UK Managing Director Sarah Boyd believes several factors have contributed to this success, including the strong global brand recognition Sephora has built over the years.
Boyd highlighted that consumer awareness of Sephora in the UK is strong, with more than 50% of people familiar with the brand, primarily through its presence in the US, France, and Dubai. The brand’s reputation in the US, where it has grown significantly over the past 15 years, has played a major role in its UK revival.
The success of Sephora’s online operations has also helped build anticipation for its physical stores. Boyd noted that customers were eager for the brand’s return, citing the UK’s position as the largest premium beauty market in Europe. Sephora’s ability to blend online and physical retail has been a key factor in its success. Boyd added that customers in the UK have been vocal about wanting stores in cities like Liverpool, Manchester, and Bristol, indicating high demand across the country.
Sephora has made a conscious effort to expand beyond London, aiming for geographic inclusivity in its rollout. Boyd explained that cities like Newcastle, Liverpool, and Birmingham have strong beauty communities, and Sephora’s rapid expansion outside the capital has been met with excitement.
The Bluewater store’s location was chosen due to the relatively underserved retail market in Kent, making the shopping center an ideal choice. With its variety of dining options, ample parking, and recent successful openings, the mall is positioned as a strong destination for Sephora’s latest store.
If the pre-opening excitement is any indication, Sephora’s return to the UK is poised for continued success.
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