By  on August 8, 2014

Indie and established brands have a new place to call home. Urban Outfitters has opened a 2,000-square-foot beauty shop within its 57,000-square-foot Herald Square New York City flagship. The beauty area is the first of what the retailer hopes will be a more concerted push into the category. “Beauty is a quintessential part of the Urban Outfitters lifestyle,” says Laura Johnson, executive director of women’s apparel and accessories. “Our [beauty] business online is very powerful, but this is really our first presentation with color.” The industrial, brightly lit space houses about 45 brands including Jurlique, Ardency Inn and Stila, plus apothecary and small-batch items. There’s also an extensive selection of Korean brands like Tony Moly, The Face Shop and Peripera. “We’ll add brands every month,” says Johnson, “first to our Web site and if they do well, in the store.” “[Urban Outfitters beauty] definitely has the potential to become a key player in the beauty landscape,” says Stephane Siboni, cofounder of Ardency Inn. “It makes a lot of sense to be in that store because the client at Urban is our client. It’s a way to increase our customer touch point and it helps with brand awareness.”

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