Macy’s Inc. is betting on the booming beauty industry to assist it return to growth.
The department store could also be shrinking its eponymous store offering across the U.S., but it surely’s doubling down on Bluemercury, the luxe beauty retailer it has owned since 2015.
On deck: A major variety of store openings in addition to upgrades to existing doors, plus a renewed emphasis on differentiated brands, upscale locations and the service element that has set Bluemercury apart since its inception. The goal: To make Bluemercury a viable competitor within the North American specialty channel sector, currently dominated by Sephora and Ulta Beauty.
“We’re going to do 30 latest stores and 30 remodels not less than over the following three years,” said Bluemercury...
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