Sephora is a strong revenue driver and a standout within the division. These segments focus on luxury products, in-store services, digitization, and personalization. Sephora sits in LVMH’s Selective Retailing division, which aims to “transform shopping into a unique experience” across beauty retail (Sephora), travel retail (DFS and Starboard Cruise Services), and department stores and food concepts (Le Bon Marché Rive Gauche and La Grande Epicerie de Paris). Today, LVMH claims that the beauty giant has grown to approximately 2,300 retail stores with 30,000 employees, operating across 33 countries. Sephora had 54 retail stores with nearly 1,500 employees at the time of its acquisition, according to Business Wire. LVMH originally acquired Sephora in 1997 to enhance its distributorship of perfumes and beauty products. It’s impossible to predict where Sephora is headed next without first looking at the relationship between Sephora and its parent company LVMH, a Paris-based luxury conglomerate. Sephora & LVMH: How Sephora boosts its parent company’s selective retailing strategy Content, online communities, & influencer marketing.Next iterations of Sephora’s in-store tech.The offline experience: Sephora’s in-store retail tech.How Sephora’s corporate structure supports digital.Sephora & LVMH: How Sephora boosts its parent company’s selective retailing strategy.Cultivate robust loyalty & rewards programs. Sephora aligns itself with customers’ values through benefits and rewards programs.īelow, we dive into these factors and others driving Sephora’s growth, the company’s new digital initiatives, the competition and challenges it faces, and where Sephora could go in the future.Build partnerships. Sephora leverages partnerships to support and cultivate smaller brands that could serve as future distribution partners or acquisition targets.Sephora uses personalization to attract and maintain loyal customers. Personalize product or service recommendations based on customer data. Localizing data is key for reaching global markets. ![]()
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