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Sephora China opens its 200th store in Shanghai


Online beauty retailer Sephora launched its 200th China store in Shanghai on 30 October 2016.

This also set a new milestone for Sephora distribution network at China in 2016. It is also a breakthrough year for Sephora’s digital network, as the company has launched a Tmall flagship store on 12 September.

Meanwhile, Sephora has launched its O2O system to allow customers to buy online from physical stores. Sephora has now built up its omni-channel with multitouch points via 200 physical stores, O2O system, an independent official website, flagship stores at Tmall and, WeChat account and a Sephora app.

SEE ALSO: Sephora at Ion Orchard does bricks and mortar right

Shanghai was Sephora’s first stop when the brand entered China. The 200th store opening in the same city brings double meaning to the company.

To celebrate the important milestone, the 200th Sephora store is the first to launch a new Beauty Studio and a make-up lab that can be personalised to individual customer to explore make-up freely, promoting Sephora spirit for Teach Inspire & Play. At the same time, this store has unique interior design to improve customers’ navigation.

A rich product assortment has always been Sephora’s strength. The 200th store carries 111 brands, 7,934 SKUs and five zones — skincare, make-up, fragrance, accessories and mancare.


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