Violet grey bets on brick-and-mortar: beauty retailer expands across us & uk

Violet Grey, once a darling of the digital beauty world, is making a bold move into physical retail, signaling a significant shift in strategy. The company plans to open three US stores in 2026, alongside a shop-in-shop in London, marking a major investment after a period of financial restructuring.

The pivot: a new era for curated beauty

The expansion includes locations in East Hampton, New York (May), Dallas, Texas (late summer), and a reopening of its Los Angeles Palisades Village outpost this summer. This strategic move comes after Violet Grey, acquired by Farfetch in 2022 for $50 million, closed its beauty business the following year amid financial difficulties. The company bought itself back in September 2024 with the backing of private equity investor Sherif Guirgis.

Guirgis, now chair and CEO, believes the brand’s strong reputation for curation and customer trust provides a solid foundation for success. He noted that the company’s high customer loyalty and low return rates generate average order values four times the luxury beauty industry average. This level of trust, according to group president Tracy Kline, who previously worked at Macy’s-owned Bluemercury, is a key differentiator. “The trust that this client has in our process for vetting brands and for bringing brands and products to our shelves is nothing I’ve ever seen,” Kline stated.

The rationale behind the physical expansion is twofold: to provide existing customers with enhanced access and to attract new consumers who might later shop online. Violet Grey is targeting markets with affluent populations and a strong affinity for luxury goods, including New York, California, and Texas. The company is deliberately choosing locations outside of the highest foot traffic areas, prioritizing a more deliberate shopper experience. The Melrose Place store in Los Angeles serves as an example. The team’s goal is to cultivate a “jewelbox community vibe” where customers linger, learn, and connect.

The company is approaching international expansion cautiously, beginning with a storefront in Harvey Nichols in London before considering a standalone flagship. Violet Grey's existing social media following in the UK fuels confidence in this venture. This strategy aligns with a broader approach of creating a physical presence that complements its online offerings, with the expectation that the physical stores will also boost e-commerce sales. The company is focused on scaling thoughtfully, with new stores rarely exceeding 1,200 square feet. They see the experience as central to their value proposition.

The brand plans to increase product exclusives, currently around 50, and leverage relationships with brand founders and industry professionals to enhance the in-store experience. The key is to provide something that traditional retailers in these markets often lack: a curated, personalized experience grounded in deep expertise. The company’s current ambition is to establish 10 to 20 US locations and a handful of international spaces. The approach is to focus on quality over quantity, prioritizing locations where their unique value proposition will resonate.

The new strategy is a calculated gamble. The company’s growth in 2025 reached approximately 50%, and they project nearly 100% in 2026. The team is betting that the personalized, curated experience, and the community it fosters, will translate successfully to brick-and-mortar locations, establishing Violet Grey as more than just an online destination.

The strategy underscores a broader shift in the beauty industry, where experiential retail is gaining traction. Violet Grey’s move signals a belief that luxury isn’t just about products; it’s about the entire journey.

The company’s decisions about store locations are data-driven, analyzing customer behavior and the presence of complementary luxury brands. Its choice of New York’s East 78th Street, just off Madison Avenue, over the street itself, exemplifies this strategic approach.

Violet Grey’s experience with makeup application services in its existing stores is also informing its plans for the new locations. The company sees an evolution from traditional department store makeup counters to a more dynamic, collaborative experience where customers can sample products from various brands in one place. This concept integrates the best of the digital and physical worlds.

The company’s strategy is designed to cultivate a loyal following and expand its reach without sacrificing its luxury positioning. The approach is a deliberate one, ensuring that physical spaces enhance, rather than detract from, the digital experience. This is a calculated move to solidify its position as a premier beauty destination.

The company's leadership believes its approach offers a unique value proposition, promising to create a nexus of beauty enthusiasts. Their focus on providing access and unique experiences—from exclusive products to connections with industry leaders—sets them apart from competitors. The first of their new stores will open soon: a testament to their renewed confidence in the brand’s future.

The success of Violet Grey’s physical expansion hinges on its ability to replicate the personalized service and curated selection that have fueled its online growth, a goal that they are determined to achieve.