Zalando to open first bricks-and-mortar beauty store – Retail Gazette

Zalando is poised to open its first beauty store in Berlin this weekend, as it joins a growing list of traditionally online-only retailers expanding into bricks-and-mortar retail.

The firm, which trades all over Europe, is also using the store to prop up its beauty and cosmetics credentials after it first started selling branded beauty products online in Germany in March.

Alongside selling a range of beauty and cosmetics products, the new Berlin store will host make-up masterclasses, exclusive product launches, express manicures, skin-care consultations and makeovers.

Zalando first quarter revenue grows 22%

Apart from some discount outlets to offload excess stock, Zalando does not yet have a dedicated flagship store for its fashion range.

Other online-only retailers which have evolved in bricks-and-clicks stores in the past year or so include Missguided, Joe Brown, Blaiz and of course Amazon with its acquisition of Whole Foods and its own cashierless grocery stores.

Meanwhile, other major retailers which have also bolstered its beauty offering include H&M, Bershka and Asos.
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