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Hot online beauty brand opens flagship

Glossier is wading deeper into physical retail, trading in its New York City “shoppable showroom” for a permanent location.

The start-up beauty brand, a Millennial fave, has opened Glossier Flagship in Manhattan’s SoHo neighborhood, on the same site where the company was founded and had a showroom. The two-level, 3,000-sq. ft. space, awash in the company’s signature pale pinks and red, encourages customers to experiment with product, complete with embedded sinks called wet bars.

Similar to Glossier’s recent pop-ups in San Francisco and Chicago, and its original showroom in New York City, the new location’s merchandise assortment and experience is tailored to the needs of the community. Along with shopping for (and sampling product), customers are invited to engage with Glossier’s “off-line editors” (store associates), interact with each other and share Instagrammable moments.

Emily Weiss, Glossier founder and chief executive, told The New York Times that she has no plans for future permanent locations, though some pop-ups are on the agenda. Rather, she plans to invest in technology and e-commerce, including a Glossier-owned social platform, according to the report.

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