By  on December 23, 2017

Riley Rose, Forever 21’s beauty concept, opened two stores before Christmas on Friday — one in Chicago and one at the Bridgewater Commons mall in New Jersey. That brings to eight the total number of the new format that is an offshoot of the budding beauty business at the apparel retailer.

Located about 50 miles outside of Manhattan, the 5,000-square foot Bridgewater store represents the first in the greater metropolitan area — affording New York-based beauty executives a glimpse at the beauty industry’s latest beauty power player. With shopping center operators looking for new ways to pull shopper in, beauty has become the bait with growth of retailers including E.l.f. and NYX. Those familiar with the store believe it can easily churn out more than $1,000 per square foot.

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