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Macy’s Inc. is to open some 60 stand-alone Bluemercury stores, plus additional in-store shops at its department stores.
This will bring the cosmetics chain’s store count to about 220, reports Bloomberg. The new stores will be in markets where the retailer does not already have a presence, including such smaller cities as Corona del Mar, Calif.; Jupiter, Fla.; and Raleigh, N.C., co-founder Barry Beck told the news service.
“We focused a lot on the coast and the big cities, and so now we’re looking to pick up a new customer,” Beck said. “There’s no reason why a customer from Little Rock has to travel all the way to a big city like New York or Philadelphia or Miami to get these beauty products.”
Bluemercury, which has nearly tripled in size over the past three years by the strength of about 100 new stores, is out to sharpen its competitive edge against such rivals as Sephora and Ulta Beauty, observers note.
By Edmund Mander
Director, Editor-In-Chief/SCT
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