09.26.24
Global online beauty retailer LookFantastic is opening its first brick-and-mortar location tomorrow in Altrincham, Greater Manchester, England.
Not entirely unlike Sephora, the new concept store aims to be where beauty fans can discover new products, try their favorite brands, and engage with other beauty fans during community-building events.
But is it unusual to bet on brick-and-mortar when we seem to be in the age of e-commerce?
The Hut Group (THG), which owns LookFantastic, doesn't think so. Neither do experts. Circana's Larissa Jensen reported earlier this year that brick-and-mortar stores remain important to the success of the beauty industry.
Prior, LookFantastic operated several pop-up shops. It seems like the new store's innovative design concept may inspire other beauty retailers, if it's a success.
Lucy Gorman, CEO of THG Beauty, a division of THG Group, says, "This innovative retail space goes beyond products, offering a unique and immersive beauty destination. It perfectly complements our omnichannel strategy, bridging the gap between our established online community and the success of our pop-up events."
And a major newsworthy highlight is that Color Wow is opening its first-ever in-store salon in the new shop. Plus—the store will feature a "build your own beauty box" section that will no doubt successfully entice shoppers to try more products. This area is a take on the Glossybox subscription, which THG acquired in 2017.
Don't expect to see traditional window displays, because the LookFantastic team swapped that idea for a Spotlight Stage at the front of the store. "Creative and experiential pop-ups will be featured 'on stage' every month," the press release says. Color Wow will be the first brand to take over the Stage, and promote its new in-store salon.
Discussing the store design, LookFantastic's reps say, "Everything about the store is centered around a passion to guide and excite customers. The vibrant color-coded zoning system guides shoppers through different product categories. From skincare to fragrance, every corner tells a story."
Felicity Goodenough, design director at Household, says, “The store is reimagining beloved digital offers like 'The Beauty Box' as iconic IRL experiences, launching exclusive services, and creating dedicated stages for the biggest and most coveted beauty brands to pop-up and activate without limitations."
Goodenough continues, "It’s been a joy to design a new kind of multi-brand beauty space where unfiltered faces, unbiased expertise, and uninhibited vibe are celebrated.”
THG Beauty's Gorman adds, “Community is at the heart of everything we do, and we’re delighted customers will be able to discover and purchase while also enjoying beauty services, bringing digital beauty into the third dimension for our loyal, local customer base in a new way. “
So next time you're in England, check out the new store located just outside of Manchester in Altrincham’s Stamford Quarter.
Not entirely unlike Sephora, the new concept store aims to be where beauty fans can discover new products, try their favorite brands, and engage with other beauty fans during community-building events.
But is it unusual to bet on brick-and-mortar when we seem to be in the age of e-commerce?
The Hut Group (THG), which owns LookFantastic, doesn't think so. Neither do experts. Circana's Larissa Jensen reported earlier this year that brick-and-mortar stores remain important to the success of the beauty industry.
Prior, LookFantastic operated several pop-up shops. It seems like the new store's innovative design concept may inspire other beauty retailers, if it's a success.
Lucy Gorman, CEO of THG Beauty, a division of THG Group, says, "This innovative retail space goes beyond products, offering a unique and immersive beauty destination. It perfectly complements our omnichannel strategy, bridging the gap between our established online community and the success of our pop-up events."
Color Wow's First In-Store Salon—& More Highlights
NARS, Sol de Janeiro, Elemis, and Laneige are among the 90+ brands that will be available in the LookFantastic store. There is a Beauty Bar (shown above), where shoppers can have a seat to try products—or receive a Dermalogica treatment as an in-store service.And a major newsworthy highlight is that Color Wow is opening its first-ever in-store salon in the new shop. Plus—the store will feature a "build your own beauty box" section that will no doubt successfully entice shoppers to try more products. This area is a take on the Glossybox subscription, which THG acquired in 2017.
Don't expect to see traditional window displays, because the LookFantastic team swapped that idea for a Spotlight Stage at the front of the store. "Creative and experiential pop-ups will be featured 'on stage' every month," the press release says. Color Wow will be the first brand to take over the Stage, and promote its new in-store salon.
Designing the Store Concept
LookFantastic's team worked with Household to design the 5,392 sq. ft. space. The agency describes the store concept as "a bold departure from traditional beauty halls."Discussing the store design, LookFantastic's reps say, "Everything about the store is centered around a passion to guide and excite customers. The vibrant color-coded zoning system guides shoppers through different product categories. From skincare to fragrance, every corner tells a story."
Felicity Goodenough, design director at Household, says, “The store is reimagining beloved digital offers like 'The Beauty Box' as iconic IRL experiences, launching exclusive services, and creating dedicated stages for the biggest and most coveted beauty brands to pop-up and activate without limitations."
Goodenough continues, "It’s been a joy to design a new kind of multi-brand beauty space where unfiltered faces, unbiased expertise, and uninhibited vibe are celebrated.”
THG Beauty's Gorman adds, “Community is at the heart of everything we do, and we’re delighted customers will be able to discover and purchase while also enjoying beauty services, bringing digital beauty into the third dimension for our loyal, local customer base in a new way. “
More Details
LookFantastic is celebrating its opening day on September 27th with free gift bags for the first 100 customers. The retailer will also promote inclusive shopping with quiet hours on Tuesday and Thursday mornings from 9:30 – 10:30am, for a calmer shopping experience.So next time you're in England, check out the new store located just outside of Manchester in Altrincham’s Stamford Quarter.
