Bluemercury to Open Manhattan Flagship Store
April 30 2017 - 2:55PM
Dow Jones News
By Keiko Morris
Fast-growing beauty and spa chain Bluemercury Inc. plans to open
a Manhattan flagship store in late June, taking about 2,600 square
feet at the base of the Hilton hotel on Sixth Avenue, the company
said.
"For me, Sixth Avenue is the new Fifth Avenue," said Barry Beck,
co-founder and Blue Mercury's chief operating officer.
The upscale beauty chain, which was acquired by Macy's Inc. in
2015, also will open two other Manhattan locations -- one on the
corner of East 57th Street and First Avenue and another on the
corner of Third Avenue and East 13th Street in the East
Village.
While many national chains, including Bluemercury's parent
company Macy's, are closing stores, the beauty retailer has plans
to open 40 stores this year, clustering them in dense areas.
At Bluemercury's suburban locations, nearly all of its customers
live within a 15-minute drive, Mr. Beck said. In New York City,
more than half of the company's clients come from a five-block
radius.
"It creates this moat of convenience around customers," Mr. Beck
said.
Bluemercury's soon-to-open location at 1044 First Ave. and East
57th Street fits with the owners' strategy of providing an amenity
for tenants, said Eyal Reggev, president of Stonehenge NYC.
Stonehenge and its partners in the building are in the midst of a
high-end renovation of the apartment tower.
Bluemercury's sleek glass storefront at the base of the Hilton
at 1335 Sixth Ave. will be used as a testing grounds for digital
innovations and new retail experiences, Mr. Beck said. The company
aims to incorporate more social media into the physical shopping
experience, such as soliciting real-time opinions about product
selections from their social network.
(END) Dow Jones Newswires
April 30, 2017 14:40 ET (18:40 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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