Glossier branches out of London with new Space NK retail partnership

Cult-favourite beauty brand Glossier, which has already garnered a strong presence in London, is branching out across the UK in partnership with Space NK.

The new retail partnership means that Glossier’s pink products, including makeup, skincare and fragrance, will be available online and at 48 Space NK stores across the UK and Ireland from 8 June.

The brand, known for its Balm Dotcom lip balm and Cloud Paint liquid blushes, is targeting Manchester, Liverpool, Edinburgh, Cardiff and Dublin. Glossier will also be sold at Space NK stores in university towns including Cambridge, Bristol, Norwich and Nottingham. More stores are set to be added to the growing list.

The beauty brand currently has a flagship store in the heart of London's Covent Garden and is sold by third-party retailer Sephora in London, this is the first time the brand will be sold outside of the capital city. In celebration of the launch, Space NK is planning customer experiences and "unique product immersions".

"People in the UK know Glossier through social media, but so many customers in our regional locations haven’t had the chance to try the brand before they buy it. We are eager to get the product into people’s hands, and bring an exciting twist on Glossier", Suze College, Head of Makeup at Space NK told WWD.

The retail chain has already begun training shop-floor staff on Glossier tips and tricks. Their expertise and advice are a crucial factor in driving sales. College noted that at Space NK, 55% of sales are in-store and with makeup, that figure rises to 61%.

This new partnership is part of Glossier’s international expansion strategy. It currently has partnerships with Sephora in the US, Canada and UK and last year launched international shipping to Europe, New Zealand, Australia, Mexico, India and Brazil.

This follows the news that Glossier is one of the latest beauty brands to be exploring IPO options amid a recent surge in beauty M&A deals. Glossier has hired Morgan Stanley to consider its options, including an initial public offering

Sources told WWD that Glossier was on track to surpass $100 million in Sephora alone for its first year with the LVMH-owned retail giant. Industry sources estimate that Glossier's overall sales total around $275 million.