In depth: What to expect from Lookfantastic's first concept store and why it has selected Altrincham as the location

As Lookfantastic prepares to open its new store, the industry eagerly anticipates this exciting concept. The UK high street is known for its fierce competition in the beauty sector, so what can we expect from this entry?

Here's an in-depth look at Lookfantastic and the location of its first concept store, with exclusive commentary from the beauty retailer, as well as industry experts and analysts to gauge their opinions on its brick-and-mortar debut and what it might mean for beauty in the UK.

Let's start at the beginning...

Lookfantastic was born out of the Crown’s Salon Group, a Sussex-based business that started in 1978, which was well respected in the professional hair industry for both its traditional salon heritage and specialist training and education centres for hairdressers. It then launched online in 1997 to help make high-end hair and beauty brands more accessible.

Fast forward 13 years, and the growing beauty retailer was acquired by THG for £19.4 million in 2010, as part of its ongoing strategy to become one of Europe’s largest online players. Since then, Lookfantastic has continued to bolster its online offer under the continued ownership of the e-commerce giant, which also owns fellow online retailer Cult Beauty.

Today, the Manchester-based business aims to widen access to premium beauty, stocking more than 22,000 products and 660 brands. It also operates an onsite blog led by a team of experts, offering a personalised and content-rich online experience to help customers make informed beauty choices.

The addition of its first store now represents an extension of the retailer's digitally native authority in beauty.

Lookfantastic opened a festive pop-up in London last year.

Experimenting with pop-ups

Having been testing the waters of brick-and-mortar retail over the past few years, Lookfantastic has welcomed many consumers to various pop-up experiences in Manchester and London.

The retailer opened its first pop-up experience at Manchester's Trafford Centre in the summer of 2022, offering shoppers the chance to sample some of its bestselling products through a custom-made built-in conveyer belt. It later celebrated Valentine’s Day with a pop-up at Manchester Arndale in February 2023, as well as hosting its first-ever Christmas pop-up in London at the end of last year, creating the "ultimate destination" for beauty enthusiasts during the festive season.

As for this year, Lookfantastic recently partnered with Sol de Janeiro to celebrate the launch of its new Cheirosa 48 Perfume Mist through an exclusive pop-up in London. Designed like an ice-cream truck, the one-day activation brought Brazilian summer vibes to Battersea Power Station on Saturday, 20 July.

So, it's safe to say these experiences have offered an effective way for Lookfantastic to test and engage with UK consumers in person ahead of the opening of its new store.

Speaking exclusively to TheIndustry.beauty, the retailer said: "After an incredibly positive response to our pop-ups and interactive events throughout 2023, it was clear that demand for Lookfantastic extends far beyond our digital presence and product offering."

What we know about Lookfantastic's new store so far

Lookfantastic will open its first store later this month, bringing a new "customer-centric and experiential" retail experience to the north of England. It has selected Altrincham in Cheshire as the location for the new store, which will allow visitors to explore and discover products from 90 brands.

Lookfantastic stocks more than 22,000 products and 660 brands online.

Spanning makeup, skincare, haircare and fragrance, the line-up will include Color Wow, Sol De Janeiro, NARS and YSL, amongst others, plus a range of personalised beauty services.

While initial hype is expected to drive customers through its doors, it will be important for Lookfantastic to offer a next-level retail experience to support its longevity. No need to worry on that front though, as it seems that's exactly what it intends to do.

"Beauty is a naturally experiential space - by opening our first concept store, we will create a permanent immersive space that bridges the gap between our historically digital brand and the IRL beauty experience," Lookfantastic told TheIndustry.beauty.

So, why Altrincham?

Already operating in the area at outdoor shopping district The Stamford Quarter and Altrincham Retail Park is Boots, which, as we all know, is continuing to revamp its store estate, with plans to upgrade more than 100 of its stores over the next few years.

Lookfantastic has selected Altrincham in Cheshire as the location for the new store.

However, it's good news for Lookfantastic as this refreshed concept has not yet rolled out at Boots' two stores in Altrincham - providing the perfect opportunity for Lookfantastic to bolster the area's beauty offer. Yes, it has competition from nearby Manchester, which does boast a revamped Boots store, as well as Space NK and the newly opened Sephora - but Altrincham promises to offer a "dynamic and sought-after destination" for Lookfantastic's debut store.

The location also happens to be where THG (and therefore Lookfantastic's) head office is situated, which we speculate is no coincidence. Either way, Lookfantastic said: "Altrincham is a thriving market town located in the heart of Greater Manchester, renowned for its award-winning market. The town has a strong sense of community along with the vibrant cultural scene, making it an exciting place for our first-ever concept store."

What do the experts think?

Millie Kendall OBE, CEO of The British Beauty Council:

I think I’m correct in staying that Lookfantastic was born out of retail space in a salon, so retail is probably in its DNA. I think most retailers operate a robust omnichannel approach and I love seeing online move to physical retail. Look at Feelunique, an online retailer, and how it became Sephora and the success that has been as its moved from online only to physical retail across the UK.

It also gives the brands sold on the site an opportunity to activate experiences for the consumer and creates a deeper relationship with the buying public. I think exclusive brands are always a winner, as is location. If it gets the offer right, then the customers will seek them out, and if the location is accessible and well positioned, it'll pick up passing trade. It’s also close to THG head offices.

Wizz Selvey, Consumer & retail trend analyst: 

It’s exciting that Lookfantastic will open a store, but it’s highly competitive in beauty right now. As more customers crave experience and digital sales are not growing at the same pace as in the pandemic, it’s an opportunity to connect with loyal customers and provide more loyalty if done in the right way.

It makes sense to have a store next to its head office for operational reasons. From a customer point of view, there is a huge appetite for beauty in the north of England but also huge competition with the established beauty destinations such as Selfridges and new to the north of England Sephora, plus retailers expanding into beauty such as Flannels and NEXT over the past few years and retailers like Space NK and Boots expanding luxury beauty.

Lookfantastic needs to consider the customer experience and what it can offer that’s different to other retailers. As a pure play retailer that’s very focused on the best price and a huge selection of products, it needs to identify what it stands for. With a physical store, there is a finite amount of space and competing on price doesn’t give a point of difference.

Tracey Woodward, Beauty & wellbeing expert:

I remember when Lookfantastic started out as hair salons, so to have a store that will be able to expand across categories is exciting. There is an enormous beauty community in Cheshire, so it can test and keep a watchful eye. I hope that Lookfantastic will offer a unique experience that expands into all things beauty. It needs to be bold and brave. I feel that the UK is ready for interactive beauty that incorporates looking and feeling great.

Remembering that THG has a lot of knowledge on spa wellness and truly has the data and intel to build something very different - that is underpinned with digital know how - I wish it great success!