Glossier is doubling down on its bricks and mortar efforts with a second US store. The cult beauty brand is opening up a permanent store in Los Angeles in May, it has announced, following on from the New York City boutique that it opened back in 2016. The new store will occupy 1,500-square-foot of space at LA’s Melrose Avenue.
The move is a natural progression, given that Glossier’s founder and CEO Emily Weiss announced that the brand had raised $52 million in Series C fundraising in February of this year. “E-commerce has made buying easier and more efficient, but discovery less fun and meaningful,” she said in a statement at the time. “Our direct-to-consumer model has enabled us to build uniquely powerful relationships with every single one of our customers on a personal level.”
The brand has also been testing out a bricks-and-mortar concept in San Francisco, via a millennial pink pop-up cafe.
Since its launch in 2014, Glossier has carved out a niche for itself as a millennial-friendly online brand that focuses on effective skincare solutions with simple marketing and minimalist packaging.