What: The president of the Canadian department store, Hudson Bay, is looking to find the sweet spot between leveraging new growth prospects and revamping brick and mortar.

Why it is important: As the industry faces many challenges, Hudson Bay’s CEO believes beauty can bridge the gap between leveraging digital innovation and revamping the in-store experience.

Hudson Bay’s CEO kept the existing leadership in place despite others advice to bring in her own team when she became president in September 2022. She has seen success, as the same team has seen sales growth in the fourth quarter with overall revenues climbing 5% and store sales up 22%.

As department stores have faced many pressures over the past 5 years, the new CEO is looking to transform the retailer by reclaiming the department store’s brick and mortar roots and leaning deeper the beauty opportunity.

Finding the balance between digital innovation and company’s brick and mortar roots, Hwang-Judiesch sees beauty as an important bridge between leveraging new growth prospects and revamping the in-store experience.

When it comes to the beauty space, the physical experience of discovering and playing in the beauty space resonates with customers and is something the retailer can leverage across multi-generational shoppers.

One idea the retailer has been discussing is brand agnostic beauty experts who can help consumers shop a range of products instead of brand-specific sales associates.

Applying lessons from the beauty industry to a department store turnaround