What: Sephora continues its UK expansion with a new store in Liverpool.

Why it is important: It highlights Sephora's continued expansion in the UK, signalling the brand's strong market growth and commitment to regional presence.

Sephora, the French cosmetics giant, is set to open a new store in Liverpool One in the spring of 2025, marking its continued expansion in the UK. This will be Sephora’s eighth store since returning to the UK market in March 2023, after having exited the country in 2005 due to competitive pressures. The brand has been rapidly expanding outside of London, with recent openings in Manchester, Birmingham, and the North East, solidifying its presence across key regions. Sephora's UK operations have seen strong performance, with the company delivering double-digit growth, even as its parent company, LVMH, experienced declines in sales and profits in the first half of 2024.

Sarah Boyd, Sephora UK’s managing director, expressed excitement about the upcoming Liverpool opening, highlighting the city's vibrant energy and historical significance that align with the brand's values. The decision to expand into Liverpool reflects both strong customer demand and the strategic importance of the location within Sephora's broader UK growth plans. The new Liverpool store is expected to offer an innovative shopping experience designed to resonate with the local market while further establishing Sephora as a dominant player in the UK beauty retail sector.

Sephora continues its UK expansion with a new store in Liverpool