5 Things Smaller Retailers Can Learn from Sephora and Ulta Beauty

JASMINE GLASHEEN | November 28, 2018

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If you’re just trying to break into the retail business, or looking to expand your reach, there are a few tips you can take from beauty industry giants, Ulta Beauty and Sephora. These two industry leaders have consistently posted increasing sales numbers in recent years, in traditional brick-and-mortar storefronts and online platforms. Ulta and Sephora began their quest for beauty market dominance in very different ways. In recent years, however, they have both adopted similar strategies. Both retailers have begun to offer a greater number of products at different price points, and both use product bundling as a strategy to move more inventory. Recently Sephora has sought to capture a wider customer base by offering a broader range of brands. You can now find everything from luxury mainstays like Yves Saint Laurent, to newer trends like Rhianna’s record-breaking Fenty Beauty line, and their own private label line, Sephora Collection. Similarly, Ulta has continued to expand its inventory and reach.

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