• Home
  • News
  • Retail
  • Macy’s plans 60 new Bluemercury stores

Macy’s plans 60 new Bluemercury stores

By Kristopher Fraser

loading...

Scroll down to read more

The cosmetics brand acquired by Macy’s Inc. in 2015 for 210 million dollars has proven so profitable that now they want to expand it by opening another 60 stores. This will better position Macy’s Inc. to compete with Ulta and Sephora. The news was first reported by Bloomberg.

The additional stores will bring Bluemercury’s store count to 220, emphasizing how the chain has become a key part of Macy’s business. The focus of the expansion will be in cities where Bluemercury doesn’t already have a presence.

“We focused a lot on the coasts and big cities and so now we are looking to pick up a new customer,” said Bluemercury cofounder Barry Beck to Bloomberg. “There’s no reason why a customer from Little Rock has to travel all the way to a big city like New York, Philadelphia or Miami to get these beauty products.”

Bluemercury’s retail expansion has been the kind of thing most companies only dream about not nowadays. Over the past three years they have opened 100 new stores, and comparable sales growth is in the high double digits.

In this new age of digital first consumers, tech is still king, and immediacy is the mother of invention. Bluemercury plans on launching a within-an-hour bike delivery service in New York and Los Angeles, and they are also exploring drone delivery.

The stars couldn’t be better aligned for Bluemercury as the premium beauty market is growing. U.S. sales saw a 6.6 percent increase to 17.7 billion dollars according to NPD group.

Macy’s beauty strategy is paying off too. First quarter revenues rose for their beauty division, and stock has increased for them by 50 percent. Bluemercury seems to be growing despite the current challenging retail climate.

Bluemercury
Macy's