Smashbox makes South East debut
Cosmetics brand Smashbox has opened its first standalone store in the South East at Bluewater. The site recreates the look and feel of the company’s original photo studio in Los Angeles, where the beauty label was born.
Founded by Davis and Dean Factor, great-grandsons oh Hollywood cosmetics legend Max Founder, the company was started as a photo and film studio and expanded into make-up in 1996.
The new 889 sq ft Bluewater store adds to a number of Smashbox standalone and concession stores in the UK and reflects the brand’s new strategy of opening standalone boutiques outside London.
“The new Bluewater standalone store is an exciting step for the Smashbox Cosmetics brand, further marking our move of opening standalone stores outside the capital in select locations. The enthusiasm and demand we have experienced for our brand amongst consumers throughout the South East makes Bluewater an exciting move for us," said Anu Anuschka Kuhnel, brand manager of the brand.
At the shopping centre, Smashbox joins designer and aspirational brands such as Michael Kors, Jo Malone, John Lewis, Anthropologie Calvin Klein Underwear and Mint Velvet. The mall has also recently welcomed the arrival of Gap’s new UK concept store and the opening of an upsized statement store for The White Company.
"Smashbox Cosmetics is a fantastic addition to Bluewater's outstanding offer. The new flagship retail space will further strengthen the health and beauty category of the scheme, and reinforce Bluewater's position as the UK's leading retail and leisure destination,” said Russell Loveland, portfolio director at Land Securities, co-owner of Bluewater.
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