Bluemercury Evolves Store Design

Luxe beauty retailer Bluemercury (New York) announced it has updated its store design as one of several initiatives related to its 25th anniversary. The new look has been implemented at eight stores with more to come (but no specifics on that for now).

Coined “The New Blue,” the initiative includes an overhauled in-store design “including hyper-personalized service offerings, highly curated assortments and unmatched expertise courtesy of the brand’s in-store staff of beauty experts,” the company said in a news release.

The new-look stores are in the following locales:

New Canaan, Conn.

Bronxville, N.Y.

Chesterbrook in McLean, Va.

Sagemore in Marlton, N.J.

Nora Plaza in Indianapolis

Garden City in Cranston, R.I.

Easton Town Center in Columbus, Ohio

Chestnut Hill, Mass.

“We are thrilled to not only be celebrating 25 years in luxury beauty, but also to be making these significant advancements with the brand,” said CEO Maly Bernstein. “This milestone represents one component of our ongoing evolution, and we cannot wait for our current and future clients to discover Bluemercury in a modernized, refreshed way – from the in-store experience to the way we show up online, to the brands we carry.”

The updates also include a revamped Bluemercury’s website and the in-store/online launch of beauty lines from Victoria Beckham Beauty and Anastasia Beverly Hills.

Founded in 1999, Bluemercury became part of Macy’s in 2015. The brand currently operates 180-plus stores.