US luxury retail chain Saks Fifth Avenue has unveiled a new 32,000sqft beauty floor at its New York flagship store.
The Hudson's Bay Company-owned retailer moved the beauty department from the ground level to the second floor in a bid to expand the shopper experience and brand offering.
Consumers can now expect more than 120 brands – 58 of which are new – and 15 new spa rooms.
“The bold decision to move beauty to the second floor, from the traditional main floor model, allowed us to build a one-of-a-kind destination enabling Saks to create the epitome of an experiential beauty floor," said Marc Metrick, President of Saks Fifth Avenue.
British non-invasive facial workout brand FaceGym, premium skin care brand Orveda and niche perfumer Ormonde Jayne are making their Saks Fifth Avenue debut as part of the revamp.
FaceGym is available in London, UK, via its salon and department store Selfridges
Meanwhile, Tom Ford, Aesop, Givenchy, Kiehl’s, La Mer, Chanel, Dior, Gucci, Guerlain and Ex Nihilo Osmologue are launching new retail concepts via Saks Fifth Avenue.
"What makes this new beauty concept special is the exclusive services and unparalleled offering of brands we are providing to our clients,” said Tracy Margolies, Chief Merchant at Saks Fifth Avenue.
“We curated the floor to represent the best innovations in beauty and wellness in a truly specialised space."
The new beauty floor is part of Saks Fifth Avenue’s flagship store redesign. The retailer’s design team focused on opening up the second floor and restored the building’s original windows to allow customers to enjoy views of New York.
Metrick added: “What we've done with beauty gives the customer a warmer environment, differentiated from what they can get anywhere else and creates a reason to come to Saks and experience our brand."
Similarly, iconic British department store Harrods announced in November a £200m retail overhaul, doubling its beauty space.
The new beauty floor will now be selling flowers alongside fragrances
