Urban Decay prepares to open its first store
Urban Decay, the make-up brand acquired by L'Oréal Group in November 2012, will open its first store this fall in Newport Beach, California (which is also its headquarters) in the Fashion Island shopping center.
The first store for the brand, which was founded by Wende Zomnir in 1996, will be about 1000 square-feet and will feature six make-up areas, a digital video wall and an interactive photo booth.
"In some markets, there really isn’t a lot of department store opportunities, and freestanding stores play a bigger role. It is just another component of distribution we can deploy in a market,” Urban Decay CEO Tim Warner told Women's Wear Daily. The brand currently achieves 20-25% of its annual sales overseas.
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