Glossier taps Nordstrom for fragrance-focused pop-ups
Glossier is making its way into department stores via a new pop-up partnership with Nordstrom.
As part of the deal, the millennial favorite will open pop-up shops across seven Nordstrom stores, including the new Nordstrom flagship location in New York, as well as locations in Seattle, Chicago, Dallas, Houston, Washington, D.C. and Santa Anita, California.
Each pop-up will be dedicated entirely to the brand’s ‘Glossier You’ fragrance, one of its top-selling products. Opened on December 3, the temporary shops will run through February 16.
Glossier currently operates a permanent flagship in New York, as well as a brick-and-mortar location in Los Angeles. Via the new pop-up partnership, the digital-first beauty brand hopes to interact face-to-face with more U.S. customers between the two coasts.
“Fragrance is an extremely personal category — one that people understandably prefer to discover in person — and department stores are the largest channel for fragrance, making up nearly a quarter of all U.S. fragrance sales,” Glossier founder and CEO, Emily Weiss, told CNBC.
Beyond its Glossier locations and latest Nordstrom pop-ups, Glossier continues to expand with past and future pop-ups in cities from Boston to London, as the brand’s growth skyrockets.
Founded in 2010, the company made deft use of the digital world by locking into a soft pink aesthetic and a minimalist approach to beauty, in addition to connecting with consumers through its Glossier rep program.
With signature products like ‘Boy Brow’ and ‘Cloud Paint’ gaining a cult following, Glossier was valued at $1.2 billion this past March, following a $100-million funding round, led by Sequoia Capital intended to further the company’s growth.
With no signs of slowing, Glossier has further bolstered its business with experienced new hires, most recently naming former Amazon executive Melissa Eamer as its chief operating officer in September.
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