Debenhams to open up to five new beauty showrooms

Debenhams is planning to open more beauty showrooms following the success of its London Soho store.

The online retailer is targeting between three and five new spaces over the next few years as part of its wider beauty strategy, Retail Week reported.

Debenhams’ Great Pulteney Street showroom, which opened in 2023, was described as a “beauty paradise” that allows customers to explore its range of fragrances, makeup and skincare.

Shoppers can also opt for treatments such as brow tinting, facials and blow-dries.

The retailer’s chief executive Dan Finley told the publication that the business will open more showrooms to “support our beauty strategy”.

“Beauty is a huge opportunity because fundamentally we want people to be delighted, we want to outfit and accessorise people for those moments that matter, and it’s not just about the outfit but about how great people feel in themselves.

In its most recent financial year, Debenhams added 70 new brands to its site including Dyson, Kiko, Shark Beauty and Cosmic by Kylie Jenner.

“I think we’re relatively uniquely placed where we’ve got this huge fashion community because fashion influences beauty and beauty influences fashion, so it’s a real opportunity for us to leverage our fashion base to buy beauty from us,” Finley added.

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