Sephora Returns to Central London With a First Boutique on Carnaby Street
Sephora is deepening its presence in central London, opening its first boutique-format store on the iconic Carnaby Street and preparing to follow quickly with a second boutique at Spitalfields Market. The new concept marks the next chapter in Sephora UK’s growth strategy, designed around smaller, more intimate spaces that bring curated beauty closer to busy city shoppers.
The Carnaby Street boutique is Sephora’s first store in central London, and introduces a new shopfront design and internal architectural details that have been tailored specifically to the location. A bespoke façade leads into a more compact but immersive interior, where edited assortments, expert led advice and faster, seamless service replace the scale of traditional flagship formats. The store is conceived to complement existing large destinations offering a quick, high impact beauty experience that fits the rhythm of central London streets.
Behind the opening is a network of partners and internal teams. Real…
estate support came from Savills and Callum White, while Shaftesbury Capital played a key role in securing the Carnaby Street location.
The consultant team KKL Kendall Kingscott Ltd worked on the project alongside main contractor Jungle Jungle Fit-out collective, with signage and shopfront delivered by Douglas Signs – Douglas Signs and Designs Ltd.
On the Sephora side, construction works were managed by Ece Ustun Kurbak, with expansion strategy support from Nicolas Markovic and Sarah Boyd, and wider contributions from colleagues including Mahmoud Ersan, Jill Stutzbach, Pauline Dolle-Labbe, Alys Britton, Sabina Ellahi, Steve Biggs, Ioana Nicolau, Neil Landon, Ekaterina Samokhina and Kelly Seager.
The concept reflects how Sephora UK is responding to customer feedback and evolving shopping behaviours. Shoppers increasingly look for smaller, more intimate spaces that deliver edited product ranges, personalised recommendations and services without the time commitment of a full destination trip…
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