Pure Beauty

Glossier debuts upgraded New York flagship as part of new retail strategy

By Amanda Pauley | Published: 16-Feb-2023

The beauty brand’s 7,000sqft store in Soho is subway-themed, featuring a large retail space, lounge and selfie room

 Millennial-pink beauty brand Glossier is opening a revamped 7,000sqft flagship in New York.  

The space on Soho’s Spring Street is the latest in a string of branded store openings as the company looks to boost its retail presence. 

It comprises a 3,100sqft retail space, gift shop packed with past and present merch, and an interactive selfie room, where customers photo-worthy moments will be broadcast in-store. 

Plus, a 500ft shopping lounge outfitted with a large statue of the Glossier You perfume. 

Glossier originally opened a New York flagship store in 2019 but closed it a year later due to the Covid-19 pandemic. 

The new store’s design has a travel theme, with barrel vaulted ceilings and a floor-to-ceiling ‘You look good’ New York subway-style mosaic. 

It was made by Miotto Mosaic Art Studios using tiles imported from Italy.

The store features a floor-to-ceiling ‘You look good’ New York subway-style mosaic

The store features a floor-to-ceiling ‘You look good’ New York subway-style mosaic

Glossier, which has its headquarters in New York, has dubbed it a ‘homecoming’. 

“We are thrilled to return to our downtown roots with the opening of Glossier NYC, right in Soho, the neighbourhood where it all began,” said Kyle Leahy, CEO of Glossier.

“This new flagship is an incredible representation of our brand in real life, where guests will be able to immerse themselves in all-things Glossier.

"Trying products, engaging with our editors and community, and sparking beauty discovery (and joy).”

To tie in with the launch on 17 February, machines in five subway stations will spew out Glossier-branded MetroCards. 

Beauty entrepreneur Emily Weiss founded Glossier in 2014 and steered it to become a billion dollar business. 

What has been going on at Glossier?

Glossier has been undergoing operational restructuring since Weiss departed in 2022.

The beauty brand has focused on its US branded store expansion, opening new outlets in Washington, Atlanta, Philadelphia and Brooklyn last year. 

It has also been moving from a D2C to omnichannel strategy, which involved partnering with beauty retailer Sephora to sell its products both in-store and online.

Read more:

You may also like