Sephora to open second UK store on November 15

The brand’s second store is set to open in Westfield Stratford on November 15 and will feature a host of new and exclusive brands including Adwoa Beauty, Relevant, Straand, Salt & Stone and Naked Sundays.

The beauty giant opened its UK comeback store at Westfield London, Shepherd’s Bush, in March after the launch of its website and app in autumn 2022. 

Sephora chief executive Sarah Boyd said: “We are so grateful for the welcome we have received from our fans in the UK. Their response to our White City opening blew us away and far exceeded our expectations. We are committed to giving the UK a unique Sephora experience, one tailored to the unique cultural needs of this wonderful country. We hope the community in Stratford loves the store as much as those in West London and look forward to a day of treats and surprises at our opening.”

This comes after Retail Week reported that Sephora’s London store was performing more than “300% better than was predicted”. 

Speaking at the World Retail Congress in Barcelona in April, LVMH retail boss Christopher de Lapuente said the Westfield London store was performing “300% better than we expected within the first eight weeks” in terms of sales.

“We’re off to a fabulous start,” he said. “The opening day we had 5,000 people queuing outside the store. I was there and some people started queueing at midnight. And there were no Sales.

“It was 5,000 people wanting to enjoy the Sephora experience and it’s the power of the brand. They didn’t come to buy lipstick at half price. They came to discover Sephora, the products, the assortment, which is part of the magic.”