Space NK, the pioneering British luxury beauty retailer, has launched a comprehensive store upgrade strategy across Europe in 2025, introducing the innovative discovery lab experience in several new and existing locations. These upgraded boutiques—the most immersive in the company’s 33-year history—reflect a firm belief in brick-and-mortar retail and represent a decisive step to stay ahead of rapidly evolving beauty consumer expectations.
Transforming Retail with the Discovery Lab
Space NK’s discovery lab concept marks a leap forward in in-store engagement, combining hands-on product testing, expert consultation, and interactive play tables in boutiques designed for curiosity and learning. Each new and refurbished store is purpose-built for tactile discovery. The layout invites guests to stay and play, offering seating for independent sampling or personalized sessions with beauty advisors. Features such as sensorial displays, scientifically-lit makeup stations, and thematic ingredient showcases let visitors explore brands, including cult favorites like Drunk Elephant, La Mer, Charlotte Tilbury, Rare Beauty, and Tatcha.
Expansion Across Iconic European Locations
This year, Space NK is expanding with 10 new stores and major upgrades to existing sites, featuring the discovery lab model throughout Europe. New locations opened in premium shopping centers like Bluewater, Chelmsford, Leicester (High Cross Shopping Centre, and the latest flagship at Oxford Circus, London (4,600 sq ft), recognized by Lightfoot as an iconic location for our new central London flagship store.
A Sensory and Social Beauty Destination
The discovery lab boutiques are anchored in Space NK’s mission to create welcoming, sensorial environments. These spaces have been crafted with warm tones, premium materials, and intuitive layouts that promote inclusivity and approachability for all ages. Customers can expect unbiased advice, ingredient spotlights, and in-store events—transforming simple. With active customer base growth at 35% year-on-year and fastest gains in the under-25 demographic (164% increase), Space NK’s stores are engineered to deliver compelling, memorable experiences for digital natives and seasoned beauty explorers alike.
Accelerating Growth and Community Connection
Amid a challenging retail landscape, Space NK has seen sales surge by 34% in 2024–2025, with turnover reaching £196.5 million and pre-tax profit climbing from £1.5 million to £7.5 million year-on-year. The upgraded discovery labs not only meet customer demand for experiential retail but also signal a sustained commitment to physical stores. Lightfoot affirms that they have quite a long runway for ramping up their store numbers and expect to open a similar number annually for the foreseeable future.
The integration of discovery labs, such as the dedicated consultation areas and play tables, forms the core of Space NK’s omnichannel experience, leveraging social content and in-store events to enhance community engagement and foster repeat visits.
Space NK’s discovery lab store upgrades underscore the continued importance of brick-and-mortar innovation in luxury beauty, providing European consumers with immersive, educational, and socially connected shopping adventures for the future.
Space NK’s Next Chapter in Premium Beauty Retail Across Europe
Following a landmark acquisition by Ulta Beauty in July 2025, Space NK is embarking on a bold new chapter that combines its heritage of luxury retail with the backing and strategic resources of a global powerhouse. Under the leadership of CEO Andy Lightfoot, Space NK will continue operating as a standalone brand, poised for aggressive expansion throughout Europe and the UK.
The acquisition signals a significant acceleration for Space NK, leveraging Ulta’s scale, supply chain capabilities, and brand partnerships to fuel long-term, profitable growth. Kecia Steelman, Ulta Beauty’s CEO, describes the move as a unique and strategically compelling opportunity to tap into the rapidly expanding UK beauty market. With many stores across the UK and Ireland, Space NK will roll out innovations and enhanced store formats such as the discovery lab concept, while Ulta supplies operational muscle and expertise in global retail.
Ulta Beauty’s international plan involves not only supporting Space NK’s growth in established markets but also driving new openings in major urban centers such as Mexico City, Kuwait City, and Dubai. The brand’s global ambition means the discovery lab experience—featuring consultation zones, interactive play tables, and curated luxury assortments—will become a centerpiece for beauty enthusiasts in new regions.
As Space NK reinvents premium beauty retail under Ulta’s ownership, it’s building expertise in brand curation and customer experience. The partnership is expected to result in faster store rollouts, greater access to hard-to-find brands, and a more immersive omnichannel experience—including loyalty programs and service innovations—setting Space NK apart in an increasingly competitive European market.
