Belk, Beautyspace launch shop-in-shop partnership at select stores
A regional department store chain is expanding its beauty offerings through a new collaboration.
Charlotte, N.C.-based Belk Inc. has launched a strategic partnership with Beautyspace to expand the omnichannel beauty platform’s brick-and-mortar presence with shop-in-shop concepts at five Belk stores (locations found later in article). The companies say the partnership will bring beauty brand discovery to a broader audience by combining Beautyspace’s curated variety of products with Belk's “easy‑to‑shop” store environment.
Through the rollout, Beautyspace will introduce a dedicated retail area that features a carefully curated mix of “emerging, founder-led and high-growth” brands across skincare, haircare, body care and fragrance. The assortments will prioritize product efficacy, inclusivity and storytelling, while “aligning” with the Belk customer. An even broader assortment of beauty products will be available on Belk's website.
"Beautyspace was founded on the principle of bringing beauty discovery to consumers where, when and how they chose to shop,” said Noah Rosenblatt, president of the brand. “We understand that consumers are seeking more intentionality of their product curation for their beauty routine. Partnering with Belk allows us to scale that vision and introduce our brand partners to new markets while delivering relevant newness to Belk customers."
The five Beautyspace shop-in-shops can be found at the following Belk locations:
- SouthPark Mall – Charlotte, N.C.
- Crabtree Valley Mall – Raleigh, N.C.
- Columbiana Mall – Columbia, S.C.
- Haywood Mall – Greenville, S.C.
- The Summit – Birmingham, Ala.
[READ MORE: Belk to open new store concept — here are the locations]
"We're committed to building partnerships that expand and elevate Belk's beauty assortment," said MaryAnne Morin, president and chief merchandising officer at Belk. "Through our collaboration with Beautyspace, we're enhancing the in‑store beauty experience and giving customers an even more engaging way to discover new brands."
Founded in 1888, Belk Inc. operates nearly 300 Belk, Belk Outlet and Belk Market locations across 16 Southeastern states.
