Urban Decay Moves Into Retail

L’Oréal-owned Urban Decay (Newport Beach, Calif.) plans to open it first retail store by early November at the Fashion Island shopping center near its Newport Beach headquarters.

The 1000-square-foot store will feature six makeup stations, a custom foyer, a digital video wall, wood flooring, a bathroom wallpapered in pictures of Urban Decay’s employees’ dogs and a 100-inch chandelier inspired by sconces festooned with hanging chains that the brand has in its displays at Macy’s, Women’s Wear Daily reported.

Although the freestanding unit will carry merchandise similar to what’s available at Urban Decay’s wholesale partners, the brand will also experiment with new items, expanded product lines, and lifestyle products such as T-shirts, mugs, headphones and bags.