Online department store Debenhams is reportedly planning to open more physical beauty showrooms after scoring a hit with its London Soho space.
Beauty has long been a superstar category for the brand and its showroom on the West End’s Great Pulteney Street has been active since 2023. It allows shoppers to explore fragrance, make-up and skincare with treatments available on-site, including brow tinting, facials and blow-dries.
Retail Week reported that the company is now aiming for between three and five new spaces in the next few years. While no specific locations have been mentioned, we assume that key cities such as Birmingham, Manchester, Liverpool, Glasgow, Edinburgh and Cardiff could be on the wishlist.
Boohoo Group and Debenhams brand CEO Dan Finley told the publication that beauty is a “huge opportunity because fundamentally we want people to be delighted, we want to outfit and accessorise people for those moments that matter, and it’s not just about the outfit but about how great people feel in themselves”.
He added that he thinks Debenhams is “relatively uniquely placed where we’ve got this huge fashion community because fashion influences beauty and beauty influences fashion, so it’s a real opportunity for us to leverage our fashion base to buy beauty from us”.
Debenhams sells a huge range of premium and prestige beauty brands and added 70 new ones to its site in the past financial year alone.
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