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Beauty Brand Glossier Expands Offline But Remains Focused on Online DTC

April 23, 2018: 12:00 AM EST
Glossier, a direct-to-consumer beauty brand, is to open its first physical outlet on the West Coast, in the hope of repeating the success of its pop-up store in San Francisco, which opened for a month in March, and what is described as a shoppable ‘showroom’ in New York. The brand has also tried one-week pop-up stores in both London and Toronto. The new 1,500 square foot store will be on Melrose Avenue in Los Angeles. The brand has proved popular among millennials in both the US and the UK, and the company attracted over $50 million in Series C finance earlier this year. Emily Weiss, founder and CEO, says that the new store doesn’t signal a change in the brand’s predominantly online focus, and also confirmed that the brand will continue to prioritize selling directly to the consumer. Online, it relies on social media and influencers to drive sales.[Image Credit: © Glossier] 
Sian Gardiner , "Glossier to open permanent store in Los Angeles ", Cosmetics Design, April 23, 2018, © William Reed Business Media
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