Sephora, the global prestige beauty giant and part of LVMH, has reignited its presence in the United Kingdom with a strategic post-reentry expansion—announcing plans to open at least 20 stores by the end of 2026, reaffirming its ambition to become the culture-forward, household name for beauty in Britain. After exiting the UK in 2005 due to fierce competition and economic constraints, Sephora returned with a carefully considered strategy in 2022, first acquiring local e-tailer FeelUnique before launching its flagship in Westfield White City, London, in 2023.
Turning the Previous Challenge Into an Opportunity
Sephora’s Managing Director in the UK, Sarah Boyd, reflected on the turnaround. The expansion is absolutely continuing. The UK is, and frankly has been for a while now, one of the most dynamic retail markets in the world. Early flagship launches were greeted with fanfare and surging foot traffic; the Trafford Centre store in Manchester saw over…
3,000 visitors on its opening day in June 2024, ranking third globally for Sephora’s opening sales and driving a 25.7% footfall surge at the Trafford Centre compared to the same week last year.
The Expansion Pipeline The renewed expansion is rapid—ten UK stores are already open in London, Kent, Manchester, Newcastle, Birmingham, and more, each featuring Sephora’s own-brand products, alongside cult launches like Rare Beauty, Makeup by Mario, Haus Labs by Lady Gaga, and GXVE by Gwen Stefani.
The Liverpool ONE location will add another 6,727 sq ft footprint in spring 2025. Stores in Sheffield, Westgate Oxford, Manchester Arndale, and Cardiff’s St David’s Centre are confirmed for summer and autumn 2025; Sephora plans to reach 20 locations by the end of 2026, one year ahead of original forecasts.
Sephora CEO Guillaume Motte expressed strong optimism about the brand’s future, stating that within the next two to three years, Sephora aims to open at least 20 new stores across the UK…
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