DALLAS – Visiting Bluemercury’s first store in Texas – and 65th nationwide – on Tuesday, company founders Marla and Barry Beck were bullish on growth and the brand’s future under Macy’s Inc.’s ownership, a deal completed two weeks ago.
“We’ll have 80 freestanding stores by the end of the year, so we’re busy,” said Marla Beck, chief executive officer.
She’s also discussing the introduction of Bluemercury shops and spa services to Macy’s during biweekly meetings with the department store’s chairman and ceo, Terry J. Lundgren.
“The idea we’re exploring is leasing because they have a great clientele and they’re in markets that we’re not in, so it gives us the opportunity to meet a new client, like J.C. Penney and Sephora,” she noted. “We haven’t decided when or what they’ll look like.”
The boutiques will be staffed with Bluemercury management and associates, added Barry Beck, chief operating officer.
“Our key point of difference is beauty junkies giving expert advice,” Marla noted.
While in-store boutiques are in their infancy, the couple said they expect to open 60 to 70 stores in California, where the firm currently has two, and at least 30 in Texas as part of a strategy to establish 300 U.S. stores. A second Texas store is set to open in October in the affluent Dallas suburb of Southlake. The Becks also plan to experiment with bigger units than Bluemercury’s average of 1,600 to 1,800 square feet.
“We like neighborhoods where people are hanging out, getting coffee, running their errands,” Barry Beck explained. “We’ve been waiting to get into Highland Park Village for five years.”
The Dallas shop is 1,100 square feet, including a small treatment room.
Bestsellers have included Trish McEvoy Perfect Foundation Brush 76 and Instant Eye Lift, St. Tropez One Night Only wash-off self tanner, Nars bronzer in Tahiti, Oribe Bright Blond shampoo and RéVive Dark Spot Corrector. Companywide, Bluemercury’s top seller is the one-minute Power Glow Peel by its proprietary brand, M-61.