Beauty Pie opens ‘Warehouse of Dreams’ pop-up in Covent Garden – Retail Focus

Annette K. Brown


The membership magnificence brand name is presenting purchasers the probability to try out the goods in authentic lifetime at their new pop-up principle retail outlet. The cosmetics membership brand name will open up its doorways in Covent Yard, dubbed ‘London’s attractiveness quarter’, from 30 June to 11 July.

Launched in 2016 by serial entrepreneur Marcia Kilgore, Elegance Pie was produced as a one-stop place for luxurious attractiveness goods at ‘warehouse selling prices. The D2C brand statements it does not cost buyers for the ‘middleman’ or retailer mark-ups.


Designed in affiliation with innovative agency Backlash, the ‘Warehouse of Dreams’ offers customers the chance to discover how Beauty Pie operates, like an insight into its network of more than 50 labs creating high-finish products and solutions at reasonably priced rates. Professionals will also be on hand at the Covent Yard pop-up to offer you splendor enthusiasts information, encouraging them to come across the ideal goods for their skincare problems straight from the creation line.

Associates of Attractiveness Pie will obtain a discount at the 7 James Street retail outlet, as per their membership, and non-associates will have the prospect to signal-up to obtain up to 75% off retail costs.

Rebecca Pratt, Account Director at Backlash feedback “Beauty Pie’s disruptive membership model and brand expression lends by itself beautifully to developing bold retail experiences, which suggests that they constantly force for greater and improved, and is particularly the sort of ambition we want from a customer agency partnership. We are unbelievably psyched to see the public’s reaction to the ‘Warehouse of Dreams’ idea, which provides the Natural beauty Pie model to lifestyle in a distinctive and imaginative way”



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