As Ulta Beauty continues to grow, it’s given its store design strategy a makeover. The beauty retailer, which operates more than 1,500 stores visited by 47 million loyalty customers, continues to benefit from CEO Kecia Steelman’s Ulta Beauty Unleashed turnaround plan unveiled last year. In Q1, its net sales rose 11.1% YoY, with comparable sales growing 5.3%. Its evolving store strategy, including international expansion, experiential design, and a focus on brand-building, have contributed to this growth. And it’s not slowing down: This month, the retailer debuted a new immersive partnership with Supergirl in stores, and announced that it will open a new “experiential” store in Time Square in late 2027,” that will “serve not just the New York area, but have a global presence around it,” Paul Loux, VP of store design and experience at Ulta Beauty, told Retail Brew. In a firechat chat at our recent IRL event, Loux broke down the retailer’s recent news and evolving experiential store strategy. Keep reading here.—EC |