French beauty giant Sephora is set to open several stores in Israel in the coming days, though its product selection will be far more limited than that found at stores around the world, at least for now.
The stores will be operated by Israeli franchisee Glam42, a local cosmetics chain. On August 20, Glam42 will simultaneously open three stores and five “corners” (boutiques located inside other shops). Stores will open at Tel Aviv’s Azrieli Center, the Ayalon Mall in Ramat Gan and the Malha Mall in Jerusalem. Three more stores are set to open soon.
At this stage Sephora stores in Israel will only sell the in-house brand Sephora Collection, and will not feature third-party brands that make up the majority of sales at Sephora stores globally.
According to Ynet, Sephora owner LVMH views the current store launch as a pilot, and will consider bringing other beauty brands to the Israeli shops if it is deemed a success.
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