Sephora arrives in Germany

Translated by
Erin Floyd
today Jun 29, 2017
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This Thursday 29 June, LVMH's select perfumery brand will christen its first sales point in Munich, Germany. To access the new market, Sephora has linked up with the local department store chain, Galeria Kaufhof. The brand is to open its first German shop-in-shop there - a concept already tried and tested in Switzerland, according to Spanish newspaper Modaes.

The announcement that appeared on the Galeria Kaufhof website

At the shop-in-shop, customers will find a selection of brands including Too Faced, Marc Jacobs, Huda Beauty, Make Up For Ever alongside a variety of Sephora own-brand products. An assortment will also be made available on the e-commerce site of Galeria Kaufhof. Other Galeria Kaufhof stores will soon be home to Sephora; the German press mentioning Bonn, Frankfurt and Hamburg, specifically.

This foray into the German market is Sephora's second attempt, having withdrawn from Europe's premier beauty market in 2001. The French-owned group could not compete with the German group Douglas, according to newspaper Les Echos. With a strong presence in Germany, its domestic market, Douglas (also parent company  of Français Nocibé) recently acquired Italian chains Limoni and La Gardenia. Sephora appears to feel well-equipped to take on its rival today.

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