With its perfume that has a cult-like following, Glossier is opening temporary shops in seven Nordstrom locations, with the inclusion of the retailer’s New York flagship. The brand will only sell its "Glossier You” fragrance, which has become one of the top-rated products on Glossier.com since rolling out in October 2017, CNBC reported.
A Nordstrom partnership should help Glossier reach more shoppers who don’t reside close to its Los Angeles and New York stores, per the report. The beauty brand has launched pop-up shops in cities such as Austin, Miami, Boston and London, but its success has primarily been in online sales of its lotions, lash products and soft, pink-colored lip balms since its 2014 inception.
As Glossier Founder and CEO Emily Weiss told the news outlet, “Fragrance is an extremely personal category — one that people understandably prefer to discover in person — and department stores are the largest channel for fragrance, making up nearly a quarter of all U.S. fragrance sales.”
Nordstrom has had an industry reputation for being a much-desired partner for up-and-coming online brands that are seeking to grow. Names in its new flagship in New York include Kendra Scott, Birdies, Reformation and Dirty Lemon. The department store retailer has also reportedly worked with Allbirds, Everlane and Away.
"We feel confident that with Nordstrom as our partner, we’ll be able to maintain our extremely high bar for customer experience," added Weiss.
In separate news, Glossier announced in March that it had notched $100 million in Series D funding that it will use to grow the beauty company. Sequoia Capital led the round, with participation from Tiger Global Management, Spark Capital and existing investors Forerunner Ventures, IVP, Thrive Capital and Index Ventures.
Founded in 2014, Glossier offers beauty and skincare essentials to customers in the United States, the United Kingdom, Canada, the Republic of Ireland, France, Sweden and Denmark.