Glossier is opening a store in Las Vegas, which will open its doors on Thursday.
The brand, which hit sales highs after its 2023 debut at Sephora, is also doubling down on its brick-and-mortar stores. That is culminating in the opening ofstore, and that’s always been true,” said Chitra Balireddi, Glossier’s chief commercial officer. “In wholesale, we express the brand to some degree. But the full manifestation happens in our stores, and not just from a design and aesthetic standpoint, but in terms of how our speaks about the brand, as well as a merchandise offer.
“We take our brand DNA, we push it and pull it and try to find a version that’s uniquely Glossier,” she said. “We were looking at casinos, slot machines and ornate hotel carpeting. This is a retro, futuristic version of Glossier that felt right for Vegas.”Deleo also introduced a new color to the brand, a minty shade of green. “It has this sci-fi sort of hint,” Deleo said. “But the softness of the shade works for us. Pink has always been our color, and we’ve shown up with so many variations.
Among those products are rhinestone-bedazzled baby T-shirts, among others. “You’ll find a broader assortment of our existing merch too, but we’re having a lot of fun with it,” Balireddi said.
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