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Lookfantastic to open first-ever store as it bolsters omnichannel strategy

Sophie Smith
25 June 2024

Online beauty retailer Lookfantastic is opening its first-ever store this September, bringing a new "customer-centric and experiential" retail experience to the north of England.

The Manchester-based company has selected Altrincham in Cheshire as the location for its first store, which will allow beauty enthusiasts to explore and discover products from 90 brands.

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

Lucy Gorman, CEO of THG Beauty, said: "We're excited to bring the Lookfantastic experience to life with our concept store.

"This innovative retail space goes beyond products, offering a unique and immersive beauty destination. It perfectly complements our omnichannel strategy, bridging the gap between our established online community and the success of our pop-up events.

"Customers can discover and purchase from their favourite brands, and enjoy beauty services, bringing digital beauty into the third dimension for our loyal, local customer base in a whole new way."

Lookfantastic offers a personalised and content-rich online experience to help customers to make informed beauty choices. The addition of its first-ever store represents an extension of the retailer's digitally native authority in beauty.

The online retailer has been testing the waters of brick-and-mortar retail over the past few years, having welcomed consumers to various pop-up experiences in Manchester and London.

Lookfantastic opened its first pop-up at Manchester's Trafford Centre in the summer of 2022, offering shoppers the chance to sample some of its best-selling products through a custom-made built-in conveyer belt.

It later celebrated Valentine’s Day with pop-up at Manchester Arndale in February 2023. As part of this, the activation featured a number of gift sets, fragrance and sexual wellness products.

The retailer also hosted 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. The 'House of Beauty' offered an interactive and immersive beauty experience that showcased the online retailer's 2023 Christmas Gift Guide.

Whilst it is unknown whether the new store will be a standalone concept or the first of many, Lookfantastic will join the likes of Boots, Superdrug, Space NK, and most recently, Sephora, which all have a brick-and-mortar retail presence in the UK.

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