Bluemercury’s brick-and-mortar strategy paying off

Someone forgot to tell Bluemercury about the slowdown in physical retail. 

 

The beauty retailer, which was purchased by Macy’s in 2015, plans to open some 40 stores in 2017, according to a report by the Chicago Tribune, including six in Chicago. Currently, it has nearly 200 locations nationwide. 

 

“I bet I could open 60 stores in Manhattan, 40 stores in Chicago, 50 in the greater Chicago area, and that's my intention.  We don't see cannibalization, we see overall lift,  Barry Beck, founder and COO, Bluemercury, told the Tribune.

 

In the report, Beck said he had never been “a technology guy.”

 

“For me it's about customer behavior. People are ultimately social beings. They love interacting and they love being connected to each other, and shopping is a social experience, so I don't think it's going to go away. It's just going to change,” he said.

 

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