LOS ANGELES — Urban Decay is placing in-store boutiques in Macy's West beauty departments.
The Costa Mesa, Calif.-based cosmetics company first opened a 300-square-foot concept at the Macy's store in San Francisco's Union Square Nov. 4, then opened a 500-square-foot concept at the retailer's Valley Fair unit in San Jose last Thursday.
Next year, Urban Decay expects to spread the shop-in-shops to an additional four to six Macy's West stores kicking off in February with a 550-square-foot space at Costa Mesa's South Coast Plaza. If they prove successful, the concepts, which spotlight 225 stockkeeping units, could reach Macy's East. Each shop-in-shop is projected to generate around $800,000 in first-year sales.
"We are going to start with the top three doors," said Urban Decay general manager Tim Warner, who previously helped build Benefit's department store business as executive vice president at that brand. "I don't believe in starting at the bottom and trying to crawl up. We are making a major investment in terms of building in-store installations, and Macy's West has really come to the table with great locations."
The departure of the Biotherm brand, which was taken out of distribution in brick-and-mortar stores by parent L'Oréal in March, freed up space for the Urban Decay in-store boutiques. Designed with the Royal Promotion Group, the shop-in-shop displays' primary hue is Urban Decay's signature purple. A variety of materials, with textures ranging from mirrored to leather-like to tufted, are meant to evoke a plush boudoir feel. Interactivity is encouraged: customers are able to walk behind the counters and view every color of eye shadow, an item that Urban Decay is known for, on a wall of shadows.
Wende Zomnir, co-founder and creative director of Urban Decay, said the brand had limited exposure in department stores, including Nordstrom and Macy's, several years prior to the shop-in-shops and therefore couldn't thoroughly communicate the brand's message of being "feminine, dangerous and fun." Urban Decay will have a dedicated staff of six people at the Macy's West shop-in-shops.
"We were either in caseline or cap, but never in our environment with our own people," said Zomnir. "It is a completely different experience. When you walk into this installation, you are going to understand what the brand is all about. Before we were never able to portray that."
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