British-based luxury beauty retailer Space NK will open dedicated spaces within The Bay department stores in Canada, with an assortment of luxury brands of beauty products, skin and hair care.

The “shop-in-shop” concept will offer an assortment of some of the most covetable indy and premium brands on and at flagship stores in Montreal, Toronto and Vancouver. As well, 25 Hudson’s Bay stores across the country will carry a select line of hair care products from brands such as R+co, Virtue, Christophe Robin and Philip B.

The assortment will launch with 17 brands never carried before at The Bay, including Sunday Riley, Aesop, Tata Harper, Chantecaille and Boy Smells, with plans to scale the partnership to include more brands in the coming months. The selection is already partly available online and through the Hudson’s Bay App since August 27 and will roll-out early October in participating stores.

Space NK is thus extending its unique development model already implemented in the United States in partnership with Nordstrom and Bloomingdale’s.

Our ability to act as the ‘curator’ of some of the world’s most desired beauty brands uniquely places us to support the beauty businesses of our retail partners. The Bay’s customer profile and presence in the market make them the perfect partner to expand our department store business in Canada,” explains Noah Rosenbalt, Space NK’s president for North America.

This strategy also echoes the recent partnerships between Sephora and Kohl’s or Ulta Beauty and Target to expand their networks in the United States.