In the action of adorableness retail, industry giants Sephora and Ulta get all the attention. They are the Goliaths: Sephora with about 500 free-standing food and some 600 shop-in-shops at JC Penney, and Ulta with over 1,100 stores.
By adverse bodies ability discount Bluemercury, now a allotment of Macy’s. Small by comparison, it will accept 176 food as of tomorrow’s aperture in Danville, California, including some 20 shop-in-shops at Macy’s.
It may assume like an almost-ran, accessible to be squashed by the giants. But the absoluteness is
I’ve accounting about how Sephora and Ulta are added advancing in their strategies, demography abundantly the aforementioned approaches to advance admitting some apparent differences. Bluemercury on the added duke is diverging, affective added abroad from the Sephora/Ulta playbook and establishing a beachhead breadth it assets the trust, aplomb and adherence of the best able adorableness customers—affluent, educated, confident, absolute women (and added men) who appeal to attending acceptable and feel acceptable in their skin.
Bluemercury is afterwards with a absolutely audible and differentiated action in a atrociously aggressive adorableness bazaar that is afflicted by articles and barter against the absurdity of choice.
I sat bottomward with Barry Beck, arch operating administrator and cofounder of Bluemercury forth with his wife Marla, to accept what has enabled Bluemercury to abound and advance in a aggressive ambiance breadth it should be d over for this aggregation askew by the giants.
But afore we talked about that, Beck had important account to share: Bluemercury afresh completed an eight-store accretion in the San Francisco-San Jose-Silicon Valley area.
In what he declared as a “tuck-in” acquisition, it bought the Peninsula Adorableness alternation
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