LVMH-owned Sephora’s China President Anne-Véronique Bruel has told BW Confidential that the chain plans to add 20-30 stores to its 112-strong network this year. The beauty retailer is also looking to unveil a new flagship in Shanghai late 2012 or early 2013.
Bruel said the main priority for 2012 will be to differentiate through a focus on customer service: “We want to offer a nice shopping experience with skilled [beauty assistants].” The company also plans to pilot initiatives including a Benefit brow bar and skin type testing. She also revealed that Sephora’s own brands will remain high on the agenda: “We won’t privilege any brand, and will focus on the Sephora brand because it is an environment in itself.”

Bruel believes Chinese consumers’ growing interest in internet shopping is both an opportunity and a threat: “Our online store is one of our top 10 stores and has seen enormous growth in the past five years. The internet represents a big trend for sales opportunities and so we are trying to improve our online operations through enhancing product presentation, customer service, online navigation and by offering an efficient hotline.” Sephora believes that the popularity of online mall Taobao in China represents a clear challenge to bricks and mortar operators but Bruel commented: “Consumers come to us for a different reason [...] Taobao consumers are more price-driven whereas our clients are more quality and experience-driven.”