Earlier this year, Global Cosmetic Industry columnist Jeffrey Ten discussed the "shops-in-shops" concepts launched by several department stores, including a small version of Sephora within JC Penney.
"Macy’s ... recently bought Bluemercury, so it is probably a foregone conclusion that Bluemercury will pop up in Macy’s in the same way that Space.NK.Apothecary appears in Bloomingdale’s," Ten wrote. "Will these shop-in-shops work? If the brands are the same as those sold by Sephora or Ulta, why would the customer go for them if they are already well distributed elsewhere? The conventional logic is that someone will lose."
"We are delighted to partner with Peach & Lily to give our guests access to products from a niche category that's rapidly increasing in curiosity and demand."
While the winners and losers have yet to be determined, Macy's is escalating the shop-in-shop format with a new collaboration with New York K-beauty mecca, Peach & Lily.
No doubt, K-beauty is a trend that's even hotter than this retail concept.
Peach & Lily's second brick and mortar store is situated within Macy's Santa Anita in Arcadia, California. The 176-square-foot store will be located next to the entrance to Macy's Westfield Santa Anita and will include new-to-market brands like Kicho, Lagom and 24/7. The shop will also include a focus on beauty routine steps.
The K-beauty retailer's first store launch was within Macy's Flushing in New York last November.
"We are so excited to be able to introduce Korean skincare to a much wider audience through our partnership with Macy's," said Alicia Yoon, founder of Peach & Lily. "Having a dedicated presence in a national department store allows us to further our mission of providing the best skincare advice and products to everyone."
"Macy's is committed to providing the latest and greatest in skin care and beauty to our customers," said Shanna Husbands, SW VP regional cosmetic merchandise director for Macy's. "We are delighted to partner with Peach & Lily to give our guests access to products from a niche category that's rapidly increasing in curiosity and demand."