The fourth shop settled Huijin retail brand Sephora full shop network

Cosmetics retailer Sephora’s 4th store will officially open on the first floor of Huijin Department Store in Xujiahui at the end of this month. In addition to the three shops in Huaihai Zhong Road, Gubei Carrefour and Lujiazui Super Brand Mall, the layout of Sephora in Shanghai has begun to take shape.

On the afternoon of the afternoon, Huijin Department Store’s first floor publicity card said: “Sepura follows the fourth store after Huaihai Zhong Road, Gubei, and Zhengda”, where a place of about 200 square meters is separated, and several construction workers are working on it. Perform stressful renovations.

Sephora (Shanghai) Cosmetics Sales Co., Ltd. confirmed that the Sephora 4th store will open at the end of the month. Zhuang Ying, the company's public relations manager, said that the business conditions of the first three stores were better than expected, which also prompted the company to speed up the opening of the store. In the first half of this year, Sephora will also open its fifth store outside the city center and will open a total of nine stores in Beijing and Shanghai.

At this point, Sephora has secured its business in the first-line shopping district and its strategy of radiating to the second-tier business district has become clear. In an interview with this newspaper last year, the company’s top executives once said that Sephora will not hesitate to make money for the competition in its core location, mainly to establish an image. The company also hopes to obtain better returns by opening stores in second-tier locations. “Taking Minhang’s South Mall as an example, despite its remoteness, its spending power is very strong.”

It is reported that, as the only retail brand under LVMH, the world’s largest luxury goods group, Sephora had set a goal of investing 400 million yuan in the past five years to open 100 stores in China. However, Sephora’s appetite was much larger than last year when popularity exceeded the company’s expectations. The company’s public relations personnel revealed yesterday that after Sephora conducted a new round of investigations and assessments of the Chinese market, it has formulated a new plan and the number of stores opened will exceed expectations.