Beauty brand Glossier has revealed its first permanent base in London, opening its first international flagship in the oldest building in Covent Garden.
Previously, the direct-to-consumer brand opened pop-up stores in London – most recently in 2019 with the shop attracting 100,000 visitors in the first 10 weeks of opening. The company had planned to extend the opening of the pop-up for the whole of 2020 but due to the pandemic, it was forced to close.
The London flagship is the brand’s first permanent store outside of the US and follows Glossier locations in Seattle and Los Angeles.
The store is located within the oldest building in Covent Garden and the store within the townhouse focuses on allowing customers to interact with products they may have only seen online.
The shop has an open plan design and minimalist decor with designated sections in the large space dedicated to skincare and beauty products.
The brand’s signature ‘You Look Good’ mirror also features in-store and customers can purchase merchandise such as hoodies and water bottles. Glossier has also designed a passport holder exclusive to the London outlet. The brand will donate £5 from the purchase of every passport holder to Hatch, a UK non-profit that works with entrepreneurs from underrepresented communities.
Click-and-collect services will be fulfilled in a dedicated area of the store with a pink conveyor belt transporting each order to the customer. Glossier staff will also be on hand to assist customers with choosing products.
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