Beauty Byte: Lush is About to Expand—Big Time


I know a lot of you are big fans of Lush, the British natural bath and body care company. Stores have been rolling out across the United States for the last few years, but now they're really going to get going. "America is one of those later markets for us," Mark Constantine, Lush's managing director, said to WWD. "We're now starting to get more bullish there."

The plan is to expand by opening more Lush boutiques inside Macy's cosmetics departments over the next three years. This approach has already gone well in Chicago, where two Macy's stores have Lush mini-shops located directly next to the entrance. Having visited both of those stores in Chicago, I can see why the strategy works: Lush is able to reach a more diverse group of shoppers, most of whom ooh and aah over the unusual offerings.

The only drawback? Lush happens to be very fragrant, so much so that I could smell its goods while shopping on the floors above the mini-boutique in Macy's on State Street. I talked with a couple of makeup artists working on the cosmetics floor, and they were not too thrilled about the strong smell. They'll have to get used to it, though: 100 such Lush shops are planned to open, and with a strong cult following, I doubt they'll be going anywhere.

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