Glossier goes above and beyond in mass return to retail

Complete with a 17-foot tall Boy Brow ‘prop’ and Glossier ‘Globe’, the space is a souped-up version of its former retail presence

The new LA space is a short distance from Glossier's former West Hollywood outlet

Glossier’s highly anticipated return to retail is beginning to take shape with the opening of a new LA-based store.

Last week, the digital-first brand cut the ribbon on a new West Hollywood destination, just a short distance away from its former store on Melrose Place.

Designed by Glossier’s in-house creative team, the space takes inspiration from classic Hollywood studios and champions beauty discovery with its display tables and try-on areas.

In keeping with the brand’s pastel pink packaging, the new space is a mirror of Glossier’s former stores, dressed top-to-toe in the iconic colour.

Unlike its predecessors, however, the new outlet is on a scale much larger than the brand’s former stores.

Taking up almost the entire block, the space features Glossier’s version of the Hollywood sign and plays host to giant make-up ‘props’ including a 17-foot tall Boy Brow product and Glossier ‘Globe’.

The new destination opens on the back of Glossier’s official return to the high street in August with its Seattle store, the first of its ‘new version’ shops, which followed the brand’s closure of all of its retail outlets (due to the coronavirus pandemic) in 2020.

On 13 March last year, Emily Weiss, Glossier’s CEO, made the announcement via the brand’s Instagram account and in a blog post that the brand would no longer retail out of its handful of stores.

Glossier's 17-foot tall Boy Brow prop and Glossier 'Globe'

“We’re not alarmists, we’re realists,” she wrote at the time.

“While this may not be the right decision for every company, it’s the one where we feel we can make an impact.

“To fellow business owners, remember your core values during this time – this is when they matter most.”

But with the global vaccine roll out well under way, Glossier has deemed it safe to make a bricks-and-mortar comeback.

The next opening on Glossier’s calendar will be its first permanent London, UK, outlet, which is set to welcome customers next month.

After paying some attention to its shoppers across the pond, Glossier will focus its attention on its hometown city, with a new New York shop expected to be revealed in 2022.



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