Elemis is entering into a “new era” in its home market in a bid to expand its reach and become a “billion-dollar skin care brand”.
The 35-year-old luxury British brand opened its first-ever standalone store in London on 22 June to ramp up its retail presence and put the brand back into the forefront of the UK psyche.
The 1,000sqft shop in Covent Garden’s Seven Dials shopping district is a signal of change for the legacy company in its home market, as it delicately balances its premium skin care heritage with the need to remain relatable to younger consumers.
“It is so important for a brand that is 30 years-plus to stay relevant,” says Noella Gabriel, Global President and co-founder of Elemis.
“We have to be relevant to the young consumer coming up, but while also making sure that we keep relevant to the diehard, loyal Elemis consumer [25 years old to 45-plus] who is well travelled, savvy on ingredients, discerning and wants premiumisation.”
Because of our global expansion... it was time to elevate our presence in our home market and deliver something really special
This bricks-and-mortar investment is an example of the L’Occitane-owned brand remaining “agile” in these changing times, listening and reacting to what its global community wants.
“One question being asked time and time again was, ‘as a British brand, when are you going to bring your own standalone store to the UK?’,” says Gabriel.
“We are at the pinnacle of our partnerships in the retail space – with the likes of Sephora, John Lewis, Selfridges, etc – but we had nowhere in our domestic market where we could take our clients on the full Elemis immersive experience.
“And because of our global expansion – the brand is now in 110 countries – it was time to elevate our presence in our home market and deliver something really special.”
Inside Elemis' first-ever UK flagship store (Image credit: Rob Matthews Photography)
Reshaping the shopping experience
Situated at 23 Monmouth Street, the flagship is designed to be a social hub for
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