In the upcoming months, Sephora is set to open the doors to multiple new mesmerizing destinations, including a destination in Kent at the end of this month, and a Liverpool location early next year. “2025 is shaping up to be the biggest year for store openings since 2008, so we’re hugely excited to welcome visitors to experience Sephora for themselves,” Boyd continued.
As industry insiders began to ponder on what would be next for Sephora’s expansion plans, Motte revealed the retailer’s hopes to have opened an additional 13 stores across the UK in the short term future. “We’re probably looking in the next two to three years to have at least 20 stores in the UK,” Motte told The Times. “I know that sometimes we say that retail, and especially retail in the UK, has been doom and gloom,” he said. “My answer to this is always: boring retail is dead, but exciting retail is alive and really thriving.”
The news is sure to spark reaction from other popular retailers in the British market, including big names such as Superdrug, SpaceNK, and Boots. Currently, Superdrug has over 800 stores in the region, while Boots has roughly 200 after closures in the past couple of years, and SpaceNK has 80, with plans to open several more stores in the near future.
Upon Sephora’s re-entry into the UK last year, Seb James, former Managing Director of Boots, boldly stated that his team had focused on making Sephora’s return to British retail “a disaster.” As part of this growing battle, Boots further cemented its position as a longstanding consumer favorite, pushing the competition by opening Boots Beauty stores in locations including Battersea Power Station shopping mall, dedicated to prestige beauty at affordable prices. Sephora is by no means threatened though, as Motte affirmed that the retailer does not plan to be the biggest in the UK, but instead the most valued. “Sephora will never be No.1 in the UK in terms of size, but we hope to become the most loved beauty brand,” he stated.
The retailer has an action plan to become the most loved in the UK, going beyond its constant retail expansion, including offerings such as a tight-knit rewards program. The MySephora points-based scheme rewards British consumers based on their level of spend and engagement with the retailer, naturally encouraging Sephora to become a popular destination for a loyal consumer. The reward system goes beyond simply shopping and allows customers to grow their points by attending in-store services, as well as exclusive early invites to sales and business happenings, alluding to a personalized relationship with each individual customer. “As we embark on the next phase of our business, our priority remains our loyal customers who have been the cornerstone of our success,” added Boyd.
Regardless of hot competition in the British market, Sephora is carving out its own unique path through its ambitious expansion strategy and commitment to consumer engagement. By focusing on its own identity and leveraging its global experience and expertise, Sephora is pushing out the noise of rival companies, focusing on its own ventures. With the next generation of beauty-obsessed consumers, Gen Alpha, already confirmed players in the beauty game—with #SephoraKids housing 239.4 million on TikTok—Sephora seems to have a clear vision and the tools needed to succeed in the British market. The question remains however, which area of the UK will Sephora show up in next?