Sephora is currently undergoing its largest capital project to date, redesigning every store in its North American fleet, according to Artemis Patrick, president and CEO of Sephora North America. Speaking at the National Retail Federation’s Big Show conference, Patrick shared that the beauty retailer has over 700 stores in North America, and the goal is to refresh each one over the next few years.
Sephora Plans Overhaul of Its Entire North American Store Fleet, and the redesigns will vary in scale. Some stores will receive major updates, while others will see more minor changes. This ambitious project began last fall, and although the timeline for completion is not exact, the majority of transformations are expected to be wrapped up within the next five years.
To inform the redesign process, Sephora has gathered valuable insights, including analyzing shopping heat maps to understand consumer behavior and preferences. The company also scrutinized its gondolas—those expensive in-store displays that showcase product brands. Patrick acknowledged the high costs involved, stating, “We’re not a cheap date, and we don’t want our brands to be spending a ton of money on building these amazing fixtures, and then it doesn’t work out.”
As part of this, Sephora Plans Overhaul of Its Entire North American Store Fleet, introducing a more flexible store format that will be easier to update. The focus will be on enhancing key categories such as makeup, skincare, fragrance, and hair care, ensuring the design reflects Sephora’s current offerings and allows room for future changes in its product assortment.
Customer feedback has also played a pivotal role in shaping the new store layouts. After engaging with “millions of consumers,” Sephora learned that shoppers preferred more private spaces for beauty services, like makeup applications. “The reality is, [shoppers] didn’t want their makeup being done in the windows — not shocking — but they wanted more lighting,” Patrick explained. This insight led the company to create more intimate beauty studio spaces located off to the side of the stores.
In terms of checkout, Sephora has also made adjustments based on evolving shopping habits. While many customers are familiar with the “snake” checkout lines, where they can browse minis while waiting, 25% of shoppers are now being checked out by beauty advisers using mobile devices throughout the store. This change inspired the company to make certain fixtures more modular, such as the “minis” setup. “We can actually break up the fixture and move it to the front if we wanted to, creating a much more agile footprint,” Patrick said, aiming to create a more fluid and adaptable shopping experience.
Through this extensive redesign project, Sephora is enhancing both its physical spaces and the customer experience, ensuring that the stores meet the evolving needs of consumers while keeping the brand’s identity at the forefront.
