Another first for Ulta Beauty

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Another first for Ulta Beauty

By Gina Acosta - 10/30/2017

Ulta Beauty, normally a suburban strip mall retailer, is looking to capture more millennial consumers by opening its first store in New York City.

The retailer of cosmetics, fragrance, skin, hair care products and salon services is opening its first Manhattan location on Nov. 10 at 188 E. 86th Street at 3rd Avenue. A new store design showcases well-established and emerging beauty brands, a full-service salon and an array of beauty services, including the innovative Skin Laundry 15-minute Laser & Light Facial.

The Upper East Side location is similar to the traditional 10,000 square-foot store format designed to inspire beauty enthusiasts to sample, touch and explore. The new store is among 100 plus locations to be opened this year by the fast-growing beauty retailer. By the end of the year, Ulta Beauty will have more than 40 locations in New York including an opening in Brooklyn.

Ulta's move away from the burbs and closer to urban centers makes sense, as brick-and-mortar access remains pivotal for cosmetics because people like to try out lipsticks, lotions and nail polishes before purchasing them.

Ulta Beauty has been one of a handful of retailers able to avoid competitive pressures from Amazon and other retailers' e-commerce efforts. The retailer posted a sales increase of 20.6% and a same store sales increase of 11.7% in the second quarter. It is scheduled to report third quarter fiscal results on Nov. 30.