M&S links up with Sephora to lure younger shoppers
Beauty specialist will open branded areas in 100 Marks & Spencer stores and will sell its products on chain’s website Marks & Spencer is has signed a deal with Sephora to open areas under the beauty brand’s name within its stores, in its latest tactic to attract younger shoppers. The French retailer is set to launch branded areas staffed by Sephora employees in 100 M&S stores and sell through the…
Marks & Spencer (M&S) has partnered with Sephora, a French beauty retailer, to open branded areas in 100 of its stores and sell Sephora's products on its website. This strategic move aims to attract younger shoppers, particularly those aged 24-36. The deal, which is set to launch in spring next year, involves Sephora employees staffing the branded areas in M&S stores.
Sephora relaunched in the UK in 2023 and now has about 18 stand-alone stores. The company, owned by luxury goods group LVMH, experienced significant expansion during its second attempt to enter the UK market after closing several stores in 2005. Sephora's success can be attributed to its collaboration with influencers on social media platforms like Instagram, TikTok, and YouTube, which has helped reach its target audience.
M&S's managing director of fashion, home, and beauty division, John Lyttle, highlighted the importance of beauty as a category for the company, stating that combining Sephora's expertise with M&S's brand and digital platform could attract new customers and increase shopping frequency among existing ones. M&S plans to invest £700m in transforming its stores, supply chain, and digital platform, while also investing in its own-label beauty categories.
Analysts believe the tie-up could intensify competition for specialist health and beauty chains Boots and Superdrug.
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