Space NK will soon be showcasing its tailored mix of hard-to-find and innovative beauty brands in the retailer’s first freestanding store on the West Coast.
On June 27, Space NK, which has opened five freestanding locations on the East Coast and 14 in-store shops at Bloomingdale’s since it entered the U.S. in 2007, is set to open a 620-square-foot store at the Brentwood Country Mart in Santa Monica, Calif. The store aims to build upon the knowledge Space NK has gained about Southern California beauty shoppers at nearby in-store shops in Bloomingdale’s at Westfield Century City and Santa Monica Place.
“We have had a lot of customers from Brentwood shopping us both at Century City and Santa Monica. We know that there is customer demand there,” said Nicky Kinnaird, Space NK’s founder, president and creative director. “The Brentwood customer is very much a typical, core customer for Space NK. All over the U.K., and also in the U.S., we are seeing really great results from our freestanding stores when we are in affluent, residential areas.”
The Brentwood Country Mart cultivates a family-friendly, outdoor village feel with an eclectic mix of retailers — James Perse, Broken English, Selima et Benjamin Optique and Calypso among them — occupying tiny footprints in red barn-style buildings. Shoppers include wealthy locals — Santa Monica’s median family income tops $100,000 — and celebrities such as Jennifer Garner, Adam Sandler and Laura Dern.
Space NK will assume a space that’s been an apothecary for 60-plus years and most recently was home to Marie Mason Apothecary for around six years. The new store, which was designed by Steve O’Neil of O’Neil-Langan Architects and Chris Skinner, director of store design and visual merchandising at Space NK, will carry 50 to 60 brands. Space NK’s namesake brand, along with Eve Lom, By Terry, Diptyque, Oribe, Nars, Zelens, Caudalíe, Michael Van Clarke, Elemental Herbology, Rococo Nail Apparel, Tata Harper, Serge Normant and Clark’s Botanicals, will be carried.
Kinnaird said the store will be plowed with newness either with product extensions from existing brands or wholly new brands every two to three weeks, and she expected skin care to be a standout category. Speaking more generally of sales at Space NK, she noted the retailer recently has recorded growth in lipsticks coinciding with the emergence of orange red and bright pink hues in fashion trends and home fragrances, which are becoming seasonal purchases.
Next up for Space NK is opening another Bloomingdale’s in-store shop at Tysons Corner Center in Tysons Corner, Va., in September and revamping its Web site for a relaunch in the fall. Further into the future, Kinnaird foresees Space NK having multiple locations in California, but added, “Let’s get this one opened first.”