What: After announcing Glossier would permanently shutter its stores last summer, the brand plans to open stores globally.

Why is it important: Despite an online business share of 80%, the brand, addressing to Gen Z, wants to cater to their physical experience expectations.

When other beauty retailers reopened their storefronts last summer with modified protocols,  Glossier announced it would be shutting its stores permanently. But quickly, the brand realised that customers wanted stores back. Despite the fact that 80% of Glossier’s sales come from its own website (while traditional beauty retailers see the inverse), the brand’s brick and mortar stores and pop-ups have become destinations.

The company has ambitious retail plans, starting with the opening of three permanent stores during the second half of the year in Seattle, Los Angeles and London. A New York City door will open next year, as well as several more. Glossier plans to tailor every retail space to the city it’s located in.

Glossier Set to Return to Physical Retail, Open Stores Globally