Premium goes mainstream: Ulta teams up with Target to open new ‘shop-in-shops’

Premium goes mainstream: Ulta teams up with Target to open new ‘shop-in-shops’

THE WHAT? Ulta has announced a strategic partnership with Target, which will see the premium store open ‘shop-in-shop’ concepts inside the mass retailer. 

THE DETAILS The new concept will see established and emerging prestige brands sold both online and in select Target locations nationwide beginning next year. 

According to a press release, “The partnership brings Ulta Beauty’s best-in-class beauty authority to millions of guests who love the ease and convenience of Target’s one-stop shopping experience. It also provides beauty brands an opportunity to expand and grow in a new, industry-leading omnichannel retail experience.”

The concept will feature in 100 Target locations from 2021, with more stores set to open going forward. Newly hired Target employees will be trained as experts to sell the prestige beauty products, with the stores set to offer immersive experiences such as digital discovery tools including GLAMLab, a virtual try-on tool.

THE WHY? Looking to ‘redefine’ the beauty landscape, the partnership is indicative of premium retailers scrabbling to adjust to the change in consumer shopping habits. 

As consumers increasingly shop online and in mass market outlets, it’s a strategic move for Ulta to boost retail in-store sales.

Mary Dillon, CEO, Ulta Beauty, said, “Ulta Beauty at Target reflects further evolution in our omnichannel strategy, rooted in unlocking the potential of our physical and digital footprints, creating more seamless shopping opportunities for our loyal guests and continuing to lead the beauty industry. More than ever before, now is the time for innovation in retail.”