Brick and mortar might be an unsteady retail landscape for some brands, but Sephora certainly hasn't found much trouble. The beauty retailer announced plans to open 35 new U.S. and Canada stores by the end of this year, starting later this week with the launch of a location in the new Hudson Yards shopping district in New York City.

Along with the New York location, Sephora has another 31 cities in mind for its new stores, including Dallas, Houston, Boston, Washington, D.C., Seattle and Charlotte. Sephora will also introduce a new look and experience to its stores. A new uniform for sales associates will debut with the Hudson Yards opening.

Nine of the new stores will be introduced to locations throughout California, including, San Francisco, Palm Springs and multiples in Los Angeles, and three of the California stores will feature a new partnership with beauty treatment brand OrangeTwist to provide a menu of beauty and skincare services to shoppers.

“We are thrilled to be opening in even more communities this year, bringing the best of prestige beauty, including our passionate Beauty Advisors, to more clients across the US, in real life," Mary Beth Laughton, Executive Vice President of Omni Retail told the Arizona Daily Star.





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