WWD.com/beauty-industry-news/retailing/beauty-brands-outfits-stores-with-upscale-studio-concept-6833164/
government-trade
government-trade

Beauty Brands Outfits Stores With Upscale Studio Concept

Retailer has completed the installation of its studio-within-a-store concept in all 54 stores.

The upscale Studio concept at Beauty Brands.

NEW YORK — The retailer Beauty Brands has completed the installation of its studio-within-a-store concept in all 54 stores.

The studio concept represents Beauty Brands’ effort to expand deeper into cosmetics and skin care. About 25 percent of existing store space (stores range from 6,000 square feet to 8,000 square feet) has been reallocated to make room for cosmetics and skin-care brands such as Tarte, Smashbox, Too Faced, Peter Thomas Roth, Dermalogica and Philosophy.

The studio concept is designed to attract women who had been buying prestige items at malls or specialty stores.

Beauty Brands started adding studio departments three years ago. Beauty Brands’ chief executive officer, David Bernstein, said the studio format has performed above expectations and delivered “explosive” growth across all retail areas.

Bernstein said, “The studio concept was a direct result of client feedback and we will continue to grow and evolve as a result of the dialogue we have with both clients and associates.”