(Select stores even sell Chanel and Dior). The UK’s department store fleet has best-in-class product assortments, experiences, services and more, while Boots is omnipresent in the country and has a larger beauty assortment than is standard at American stores. To start, to compete with about 2,200 Boots locations and department stores like Harrods, Selfridges and Harvey Nichols, Sephora needs to open more than one outpost. Though its profile has risen, Sephora still has to tread carefully to make its UK re-entry a success. Its buy-in and support can take a brand from obscurity to a multi-hundred-million-dollar acquisition. Now, Sephora has become a worldwide beauty authority. In the early 2000s, the retailer was still establishing itself as a prestige beauty seller. But a lot has changed in the nearly two decades since Sephora left the UK.
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