Fast growing beauty brand reinvents experiential retail
One of the fastest growing beauty retailers in the world is taking experiential retail to a new level in New York City.
L’Occitane, which has more than 3,000 stores globally and even more distribution of its brand through many retailers such as Wegmans, Amazon and Nordstrom, has opened a new high-tech 1,870 square foot store at 555 5th Avenue.
The new L'Occitane store includes a "rain-shower" sink, an interactive skincare consultation area, a curved communal bench beneath a Mediterranean olive tree, and an enhanced fulfilment services "comptoir". The new store format is part of the company's robust customer-first retail strategy, which seeks to surprise consumers and surpass their expectations by providing an unforgettable in-store experience.
According to the retailer, customers rarely enter a L’Occitane store purely out of "need"; they expect to be pampered and entertained and want to indulge in the experience. In fact, the majority of L'Occitane's sales come from brick and mortar, not online. The company says it attributes its success to its "glocal" approach: developing creative experiences especially adapted for local clientele. The strategy, which other retailers may want to emulate, seems to be working. The company has been opening around 40-plus new stores a year, and continues to attract hordes of shoppers to its physical stores.
The retailer recently opened new flagships in Brazil, China, London and Toronto, each with its exclusive style and portfolio of services; a unique concept store in Paris in partnership with French pastry chef Pierre Hermé; a pop-up café in Singapore with Asian pastry chef Janice Wong (a protégé of Hermé); and L'OcciTruck, the brand's first travelling shop experience encapsulated on wheels, currently touring North America.