Trinny London to open debut store as it bolsters omnichannel strategy
From pop-up to permanent home, Trinny London is opening its debut flagship store on King's Road in Chelsea next month.
Revealing the plans on Instagram, founder Trinny Woodhall is filmed donning a branded hard hat as she smashes a sledgehammer into a wall.
The caption reads: "Warning: this is a hard hat area. Construction of our new flagship is underway and off to a smashing start. Will we see you there? Our London flagship store is coming soon."
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Whilst specific details were not revealed in the social media post, Woodhall said the flagship will not be open for "a few weeks" but appointments are now available to book online from 11 September.
The in-store services will include in-depth, one-to-one consultations across skincare and makeup, as well as a "fun-filled" duo makeup lesson with the British beauty brand's pro makeup artists.
Woodall launched Trinny London, which is targeted at women over 35, with makeup in 2017, followed by skincare in 2022.
The brand has been testing the waters of brick-and-mortar retail over the past few years, having welcomed consumers to various pop-up experiences in London. In fact, its most recent activation on London's Kings Road will be the location of its permeant store.
Only meant to be there for a week, its popularity had already resulted in it staying put for the summer and now indefinitely.
Its opening will strengthen the brand's omnichannel strategy, having also recently bolstered its online experience.
Last month, the brand partnered with Revieve to launch a new AI-powered experience offering personalised recommendations.
Using advanced AI to detect skin conditions and characteristics from selfies, combined with individual preferences, customers can receive tailored skincare suggestions and customised routines built from Trinny London's high-performance products.
