Glossier opens new stores in Philadelphia, Brooklyn


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Diving Brief:

  • Continuing its brick-and-mortar expansion, direct-to-consumer beauty brand Glossier opened its seventh storefront in Philadelphia on Oct. 27 and is opening its eighth store in Brooklyn, New York on Saturday, according to an announcement emailed to Retail Dive. .
  • The Philadelphia store sits on Rittenhouse Square and borrows its architectural aesthetic from the Philadelphia Museum of Art and the Rodin Museum. The Brooklyn store is designed to look like a corner store and features signage that pays homage to “classic Brooklyn vendors,” the company said.
  • According to the announcement, the brand also plans to open another store in New York City, SoHo, within the next six months.

Overview of the dive:

After the COVID-19 pandemic upended retail, Glossier marked its return to physical stores last year. The brand opened its branches in Seattle, Los Angeles and London that year and shared its plans to open more stores in 2022, including in New York. Cosmetics brand DTC has closed its New York and Los Angeles stores during the coronavirus pandemic.

People walk past a white storefront of Glossier in Brooklyn, New York.

The Glossier store in Brooklyn marks its return to New York.

Courtesy of Glossier

2022 has proven to be a turbulent year for the beauty company. In May, founder Emily Weiss stepped down as CEOa role she had held since the company started in 2014. She remained on the company’s board of directors as executive chairman, and then-chief commercial officer Kyle Leahy became its CEO.

With a new leader at the helm, the company continues its physical and digital expansion. In July, the brand opened its fifth store, in Washington, DC, and announced plans for stores in Atlanta, Philadelphia and New York. That same month, the brand signed a wholesale agreement with Sephora sell their products in stores, on the beauty brand’s website website and via its mobile applicationbut the company declined to say at the time whether it would sell through Sephora at Kohl’s stores.

Amid the expansion, Glossier downsized. First, in January, the company laid off more than 80 employees as Weiss acknowledged, the retailer had “made a few mistakes” on its way to scale. Then in August, Leahy revealed in a company letter that Glossier laid off around 20 employeesa decision he made in light of his move away from single-channel distribution.

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