Ulta Beauty first mini shops will open in Target in August

Starting in August, Target customers will be able to walk in to select big-box stores is buy premium brands of mascara, lipstick and hairspray which are usually found only in specialties stores or at the mall.

Ulta Beauty said Wednesday it will open its own first beauty shops inside of Target next month. the mini shops want feature an assortment of goods from more of 50 prestige Marche for makeup, skincare and hair, including Clinique, Urban Decay, Tarte, MAC Cosmetics, Drybar, Jack Black and Ariana Grande.

The goal will be also sell the curated mix of products on his website.

The retailers they said they will open more of 100 shops at the end of the year, with plans grow up to total of 800 shops over the next few years. This means more by a third of Target stores in the whole country could possibly include a mini Ulta shop. Every shop it will be about 1,000 square feet – roughly one-tenth of the size of a typical Ulta store.

Putting a ladder-down, brightly colored beauty shop inside of Goal, both retailers I hope to attract new buyers, increase customer loyalty and encourage store do you travel.

The target must prove it can continue to grow, even after making billions of dollars of market share during the pandemic – how are you doing up against stimulating year-over-year comparisons. Ultra beauty, on on the other hand, he wants to introduce himself to new customer base and seizure on return of socialize, travel and work at office how more people trade face masks for lip gloss.

Comparable Target Sales, a key metric that tracks sales a stores open at least 13 months e online, increased by 19.3% in the tax year which ended on January 30 compared with the year previous one. Comparable Ulta Sales Decreased 17.9% in the tax year finished January 30 respect with a year before.

of destination shares we are up 44% so far this year and reached an all-time high on Tuesday. Ulta is up 16% so far this year.

Christina Hennington, Target’s Chief Growth Officer, said: in an interview that she is sure both companies will benefit from and get market share in beauty opening the shops. she said that big-box the dealer has a track record with other “shop in shops” inside of his stores, Including one for Levi’s and Disney.

“We strongly believe this will be incremental and in fact want drive traffic both to Target and to drive traffic towards Ulta as they enter more guests to their brands and theirs experience,” she said.

Target announced the deal with Ulta in November, but it has declined for share terms of the deal. Wednesday the retailers shared the list of featured marks, initials locations and new renderings, which show display for backlit make-up and prominent orange and pink signs.

every shop, Target employees will be specially trained by Ulta to advise beauty products. Customers can also try on make-up products with tester – a feature which could be temporarily shelved, depending on on the state of the pandemic.

Ulta Beauty CEO Kecia Steelman said the mini shops will have special display and seasonal offerings, such as lotions or skin care products in winter.

Yet they are not the only ones retailers betting on beauty. Target’s rival Kohl has entered into a partnership with Sephora to open at least 850 shops in his stores by 2023. Target and Kohl are also trying to steal share from the department stores’ beauty counters, makeup boutiques and direct-to-consumer brands. They go often head-for-head in other categories in suburban shopping centers.

Steph Wissink, a retail store analyst for Jefferies, said Target’s Ulta Beauty is designed as “an appetizer experience for Buyers target “that aims to inspire a desire for the full Ulta experience.

However, he said working together will be “a delicate balancing act”. Instead of leasing space like Sephora da Kohl, Target basically paid Ulta for royalty. IS building the shops, providing them with staff and leaning on the beauty dealings with the retailer with prestige Marche.

For the agreement a work, he said three different parties must feel they have won: Goal must use the high commodity a drive sales in his beauty department and beyond. Ulta has to woo customers who shop at the Target Mini store at its much larger stores. IS prestige brands need to feel like are discovered by new buyers who become faithful fans.

He said those reports could be put in danger if one it seems like the clear winner. For example, he said many Target shoppers could never go to Ulta’s stores or his website – or they might find out a beauty product they love e start buy it directly from that brand.

He said the supply and place purchases in which will take place will determine the partnership success.

“The three can together win – but I don’t think it will be the same, “he said.” We are natural points of tension that is about to emerge and the consumer will eventually dictate who wins. “

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