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Sephora aims to expand outside of the mall environment

Photo by istock.com

February 6, 2020

Typically, Sephora shoppers find themselves hitting the local mall to shop at the makeup brand.

But Sephora wants to bring its merchandise to consumers who aren't near malls or don't want to visit a mall to shop and plans to launch 100 stores, across 75 U.S. cities, in 2020.

The retailer describes the strategy as a "huge opportunity," in a press release. The non-mall stores will be a bit smaller in size and provide more customer events and classes, according to a CNN report.