Sephora’s Polish centre ushers in a new way of doing business for the beauty retailer

By Simon Pitman

- Last updated on GMT

Sephora’s Polish centre ushers in a new way of doing business for the beauty retailer

Related tags Europe

Sephora has invested in a regional hub in Poland where it has introduced a new distribution model for both bricks and clicks, a system it aims to extend to other Eastern European countries in the future.

From this Warsaw base, the beauty retailer intends to improve its logistical service, efficiency in delivering to perfumeries and increase its’ ability to react to consumer behaviour.

Sephora usually bases its’ logistics on direct deliveries but will now benefit from a SAP automated system which determines the type and number of products packaged and organises into categories corresponding to the display of its’ products. 

We can [also] reduce the number of vehicles used by over 50 per cent and the use of paper packaging by approximately 80 per cent as we replace it with recyclable packaging​,” adds Adam Kołodziejczyk, General Director of Sephora Polska in a conversation with Eurobuild CEE.

Sephora’s ambitious strategy snowballs its success on a global scale

Sephora expanded into North America after luxury group LVMH acquired the retailer back in 1997.

The beauty chain’s most recent strategy to engage that marketplace involves a program where it supports early stage cosmetics innovators and entrepreneurs. 

According to company reps, ‘Sephora Accelerate’ aims to “build a community of innovative female founders in all areas of the beauty industry”.

French demand for Korean products

Back in Europe, Sephora is cashing in on French consumer demand for Korean beauty ranges, stocking up on some of the region’s most innovative products and signing a deal with the likes of Tony Moly to install outlets in 825 of its stores in 14 European countries.

BB creams, sheet masks and cushion compacts featuring cutting-edge ingredients in quirky packages have been gaining favour in France in recent years with imports in 2015 amounting to €17.41 million – making up 35 per cent of all K-beauty imports across the European Union.

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