By  on January 28, 2011

MILAN — Sephora is ramping up its Italian expansion plans. The LVMH Moët Hennessy Louis Vuitton-owned perfumery is continuing its quest to snare the retail leadership of the highly fragmented Italian beauty market.

To this end, the French beauty chain said this week it intends to bolster its presence further with a 2,691-square-foot store inside the city’s central train station. Slated to open in March, the store will join brands such as Armani Jeans in the recently renovated station said to receive 320,000 visitors a day. An additional store is scheduled to follow later this year in the Corso Vercelli shopping district. The retail expansion plans to follow in the footsteps of Sephora’s first Italian flagship unveiled in March and located on one of Milan’s busiest shopping streets, Corso Vittorio Emanuele. The beauty chain has 102 stores in Italy.

To spearhead its latest plans, Sephora Italy has appointed Antonio Ferreira de Almeida as managing director. De Almeida was most recently managing director of Sephora Portugal and succeeds Roberto Forcherio, who left the company.

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