SEPHORA’S FLATIRON FORAY

Byline: Cassandra Chiacchio

NEW YORK — Sephora, the French chain of beauty superstores, has opened yet another location, this time on Fifth Avenue in the Flatiron District.
The Flatiron location brings the total number of Sephora stores in the city up to five. An additional location at Herald Square is slated to open in November.
“Manhattan is the leading real estate market for retailing and defines the brand image of national retail concepts,” explained Howard Meitiner, currently president and chief executive officer of Sephora Americas and Asia Pacific. “Sales volume generated in New York forms a significant market share of total U.S.A. sales, particularly for beauty retailing, therefore it is logical to want to create a strong presence in this vital retail hub.
“The nature of the city also allows for incremental locations,” he added, “due to the different sources of customer traffic for different parts of the island.”
Meitiner, who will start as president and chief executive officer of the LVMH Specialty Retailing Group Sept. 1, continued by saying that Sephora will expand even further in Manhattan until an optimum number of stores have been opened.
The Flatiron district was a prime location to locate another Sephora. “More and more retailers are opening in this district,” noted Meitiner.
The area has drawn a number of well-known retail chains, with stores like Club Monaco, Gap, Banana Republic, J. Crew, Country Road and Kenneth Cole surrounding the Sephora location. The Flatiron district could become the next SoHo in terms of the number of beauty retailers. Aveda already has a shop there, and MAC opened a Pro Shop in the neighborhood. And Estee Lauder has reportedly signed a lease to locate stores for some of its brands in the Flatiron Building.
The Flatiron store, with its 5,300 square feet of space, features Sephora’s standard decor of white with black accents. With a high ceiling and column details, the store was designed to have a very clean and open atmosphere. The brands featured include Vincent Longo, Stila, Nars, Benefit, Peter Thomas Roth, Clarins and the Sephora private label and Sephora Artist brands. A large section of one wall is devoted to Clinique.

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