Sephora expands in Latin America

French perfumery giant Sephora has said it plans to open around 50 stores in Mexico and Brazil by 2016.

French perfumery giant Sephora has said it plans to open around 50 stores in Mexico and Brazil by 2016.

The firm recently opened its sixth outlet in Mexico and has plans for another five in 2013: will also set up four new outlets in Brazil this year, shortly to be followed by another six.

"Sales in both markets have far exceeded expectations," said Paula Lerroque, Sephora's senior vice-president for Latin America. "Consumer response has been strong in both markets."

In Mexico, the retail giant aims to open a second store in Guadalajara, followed by others in Cancun, Mexico City (location as yet unannounced) and Queretaro, a city two hours north of Mexico City.

Sephora has had a presence in Brazil since 2010, when its parent company LVMH bought Brazilian retailer Sacks. It has just opened a 400sqm space in Rio Sul (Rio) and another, in the Shopping Village Mall (also in Rio), should be open by the end of January. In July the firm opened a 500sqm outlet in Sao Paolo, to which it aims to add another three, plus shops in Curitiba and Niteroi.

"We believe there is strong potential for Sephora in Latin America, which is why we recently established our presence in Mexico and Brazil," Larroque told Cosmetic News Weekly.

"Client response to our unique retail experience has surpassed our expectations, and we remain dedicated to ensuring this experience is unlike anything [the customer] has encountered before."

When it comes to expansion plans, Larroque said Sephora was "continuing to actively survey the region but there's no specific date or next country expansion defined at this stage".

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