Glossier is refocusing by itself stores — and is entering a recent market with its latest opening.

The brand, which hit sales highs after its 2023 debut at Sephora, can be doubling down on its brick-and-mortar stores. That’s culminating within the opening of Glossier’s store in The Forum Shops in Caesars Palace in Las Vegas, Glossier’s thirteenth store up to now, opening Thursday.

And though the Sephora volume is impressive — last yr, sales were said to achieve around $275 million — Glossier’s own channel stays a top strategic priority.

“There isn’t a higher expression of the brand than a retail store, and that’s all the time been true,” said Chitra Balireddi, Glossier’s chief industrial officer. “In wholesale, we express the brand to a point. But the complete manifestation happens in our stores, and never just from a design and aesthetic standpoint, but when it comes to how our [staff] speaks in regards to the brand, in addition to a merchandise offer.”

Glossier’s body care assortment, for instance, in addition to its branded merchandise, are only sold within the brand’s owned channels and never in Sephora. “We don’t have to open 200 stores to get the distribution we will get with wholesale,” Balireddi said. “We will do this meaningfully with wholesale. That brings people in. To immerse them into the brand, now we have the freestanding stores. Those are very vital in our go-to-market strategy.”

Though the brand is understood for its Millennial pink and Instagrammable stores, Adriana Deleo, vice chairman and deputy creative director of design at Glossier, said that the Las Vegas store is a little more tailored to that market.

“We take our brand DNA, we push it and pull it and check out to seek out a version that’s uniquely Glossier,” she said. “We were casinos, slot machines and ornate hotel carpeting. It is a retro, futuristic version of Glossier that felt right for Vegas.”

Deleo also introduced a recent color to the brand, a minty shade of green. “It has this sci-fi form of hint,” Deleo said. “However the softness of the shade works for us. Pink has all the time been our color, and we’ve shown up with so many variations. We’d prefer to experiment and determine ways we will evolve in ways right for the brand.”

The design philosophy, though, is to ensure that that no two stores are the identical. “The intention is to bring customers in because they’re going to explore the brand and understand it in an entire recent way,” Balireddi said. “It’s a totally different merchandising strategy for this store, and now we have merchandise that’s specifically unique to this store.”

Amongst those products are rhinestone-bedazzled baby T-shirts, amongst others. “You’ll discover a broader assortment of our existing merch too, but we’re having plenty of fun with it,” Balireddi said.

Glossier partners with local charities for every store, and in Las Vegas, it’s joined forces with the Wild West Access Fund, which “provides funding for reproductive care,” Balireddi said. “It feels very meaningful, but on the flip side, we had plenty of fun constructing out these things.”