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Nars Expands Into Europe, Sets First Boutique in London

Store is to open on King Street in Covent Garden.

EUROPEAN ADVENTURE: Nars is in expansion mode with plans to break into the European market with a flagship set to open this summer in London, WWD has learned.

The London store is to span 930 square feet across two floors at 9 King Street in Covent Garden. The space was formerly occupied by the French brand Vilebrequin.

Nars joins a roster of beauty companies, including Chanel, Dior and Clinique, that have taken up residence in Covent Garden. Situated next to Nars is Jo Malone, while Burberry is down the road.

The new store will carry the brand’s pro products and accessories, including pro palettes and lashes.

Bethan Williams, managing director for Nars U.K. and Ireland, said the U.K. is an important territory for the brand, and noted the Orgasm blush is a bestseller.

“It is currently the number-two market after the U.S. for the brand, and is currently on a double-digit growth performance,” Williams told WWD.

She noted that Covent Garden attracts more than 43 million customer visits per year and is a new destination for beauty shoppers.

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“We have received a lot of demand for the brand from consumers in the region. Now we will be able to provide an exclusive atmosphere to experience its range of rich colors, luxurious textures and innovative products,” she said.

The beauty brand has commissioned Fabien Baron of New York design firm Baron & Baron to design the interiors. The brand will also carry out an “experiential campaign” to promote the opening, although the company did not provide any further details.

Nars currently has six stand-alone stores in the U.S. and one store in Hong Kong and Malaysia.

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