PARIS — Sephora is entering Germany with a store in Munich operated in partnership with Galeria Kaufhof. It will open on Thursday.
The 1,445-square-foot “Shop in Shop” retail concept, an updated version of a format debuted at Manor department store in Switzerland last year, has been conceived to allow people to try out products in a “beauty playground” setting, according to Sephora.
In Galeria Kaufhof, the beauty seller will offer a range of services, such as the Gift Factory, where any item can be wrapped in a range of brightly colored paper, and the Sephora Beauty Bar, where makeup artist are on hand to help clients.
Color-cosmetics brands carried will include Make Up For Ever, Kat Von D Beauty, Too Faced, Becca, Huda Beauty and Marc Jacobs Beauty. In skin care, there is Too Cool For School, Ayres, StriVectin and TonyMoly, among other labels.
Exclusive to Sephora’s Beauty to Go Section will be Liquid Palisade, Vita Coco, Cellu-cup, Erborian and Dafni. And a selection of the beauty products sold in the new Sephora location will also be offered on galeria-kaufhof.de.
But Sephora’s push into Germany, Europe’s third-largest premium beauty market, doesn’t end there. Five more Sephora stores are expected to open in other locations countrywide this year, with Bonn up next, in July.
Germany is the 23rd country Sephora is entering in the Europe and Middle East region. The perfumery chain is owned by LVMH Moët Hennessy Louis Vuitton.