Under CEO Maly Bernstein, Bluemercury is expanding its fleet and giving its existing stores a makeover.
The department store may be shrinking its eponymous store offering across the U.S., but it’s doubling down on Bluemercury, the luxe
The plan entails accelerating luxury growth, via Bloomingdale’s and Bluemercury, as well as shuttering approximately 150 underproductive locations includingthrough 2026. The plan was largely applauded by investors. “We think beauty will be the easiest part of this,” said Neil Saunders, managing director of GlobalData, “mainly because it is a fast-growing market where Bluemercury has traditionally underperformed.
Bernstein also favors freestanding stores. So while Sephora and Ulta continue apace with respective partnerships with Kohl’s and Target Corp., don’t expect to see a push by Macy’s to house more Bluemercury locations inside its department stores anytime soon. “The focus is on the core,” said Bernstein. “As a result we’re going to be building out our freestanding stores.
“Fragrance is a runaway for us because this was not just an expansion, but really an entry into personal fragrances, as well as more uber luxe home,” said Bernstein. “We’ve also seen a lot of excitement for professional skin care.” As well as increasing product offerings, the retailer is using technology to appeal to customers. Magic Touch, for example, allows customers to hold up mobile phones to blue stickers affixed to products throughout the store. Like a QR code, that triggers a pop-up, where customer can get more education on the product, then decide whether they want to pick it up in store or have it delivered to their homes.
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