Sephora knows the U.K. market is a tough nut to crack. Its first attempt ended in 2005, when the beauty retailer closed its stores after five years, facing high rents and tough competition.
Nearly two decades later, it’s taking a different approach.
Since 2023, the company has opened 15 stores across the U.K., from London to Bristol, having quickly expanded its digital presence in the country as well. This time around, it’s balancing its global scale and instantly recognizable branding with local nuance.
Sitting down with ADWEEK in its newly opened Edinburgh store, U.K. managing director Sarah Boyd said the LVMH-owned retailer’s second attempt at conquering Great Britain is rooted in earning its place in each city before it cuts the ribbon.
