For the group’s beauty brand, it will be its first standalone store and it is scheduled to open in October in Viña del Mar.
Until now, all of the brand’s spaces have operated under the shop-in-shop model, meaning within other Falabella stores.
Beauty.F began operations in late 2015 with the simultaneous opening of three locations in Santiago and Viña del Mar and added two more in May of this year, bringing the total to five stores in the country. Denise Tarzijan, Falabella’s Corporate Beauty Manager, indicated that the company projects opening seven additional stores by November, for a total of 12 Beauty.F locations in Chile.
“We are developing the stand-alone format, which will allow us to expand our range of brands and services, as well as enhance the experience we currently offer,” Tarzijan explained.
Each Beauty.F store occupies between 120 and 200sq m, with a catalogue of nearly 90 brands, including Drunk Elephant, Fenty Beauty, The Ordinary, Pupa Milano and K18. According to the company, approximately 20 per cent of Beauty.F visitors are young adults between 18 and 35 years old, of whom 85 per cent are women.
The group is also expanding the format outside of Chile. In Peru, it currently operates four locations under the name Glow Bar and projects reaching 10 this year, while in Colombia, with three Beauty.F stores, it aims to reach six.
