The secret ingredient behind Bluemercury's 20 years of success in beauty retailing:
In 1999, Barry Beck and his wife Marla founded Bluemercury as an e-commerce-only company. Fast-forward two decades later, and they are now the largest and fastest-growing luxury beauty and retail spa chain in the U.S. Through a careful and strategic approach to brand positioning, the company now boasts a commanding physical presence of more than 183 store locations nationwide.
In addition to a growing store fleet, Beck points out that what has allowed Bluemercury to be so successful is their radically different people strategy, which has become their enduring secret weapon."We have experts in our stores," he adds."Our stores and our website are actually staffed by real-life beauty junkies, or as we like to call them, Human Google for beauty products, meaning they are the most knowledgeable in the industry.
Speaking of success, the retailer has embraced a strategy where it's not afraid of opening stores in close proximity to each other, shrugging off any fears that doing so would cannibalize the business there. bringing beauty out of the department store and malls and into the streets, Bluemercury was ahead of its time in that regard.
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