Bloomingdale’s Makeover Gets Jolt NEW YORK — Bloomingdale’s unveiled a new Molton Brown counter Tuesday as the latest step in the store’s drive to reconfigure its entire beauty floor along the lines of a specialty store.

Michael Gould, chairman and chief executive officer of Bloomingdale’s, has been cutting ribbons all season, opening newly minted boutiques on the 59th Street store’s beauty floor.

Now, with just two shopping days remaining until Christmas, he feels the store offers a beauty shopping experience that differs dramatically from the usual cookie-cutter department store look.

“You see a major separation between Bloomingdale’s and the department stores,” Gould remarked in an interview Tuesday after cutting the ribbon draped from the 59th Street store’s latest installation: the 250-square-foot Molton Brown boutique.

“We have really tried to reposition the [beauty] floor in a major way. We’ve had some new brands come in — Kiehl’s, Molton Brown — and we’ve had the opportunity to expand and create new homes for Lancôme, Shiseido, Prescriptives and Origins.”

For Gould, it’s a matter of presenting a collection of brands that can’t be found everywhere. “We’re setting the business up to be a more limited distribution, upscale business,” he said. “We’re moving our brand up and up.”

Case in point: the new Molton Brown space. “It’s a great shop,” said Gould. “We’re very excited. It’s another example of an upscale, limited-distribution line that can build a long term relationship with Bloomingdale’s.”

The opening of the Molton Brown space in Bloomingdale’s 59th Street store this week follows the debut of a Molton Brown counter in Bloomingdale’s SoHo store, which opened along with the store earlier this year. “We’ve been very pleased with the [Molton Brown] launch we had in SoHo,” said Gould.

“SoHo was our first store with [Bloomingdale’s],” noted Joe Bierman, chief operating officer of Molton Brown USA. The brand is carried in about 350 doors in the U.S. Bierman noted that Molton Brown’s new space at Bloomingdale’s 59th Street features Molton Brown fixtures, including lighting, floor design, a sink and blown glass accents. “It’s like walking into one of our shops,” he said.

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