After the opening of a shop in shop beauty concept within its Regent Street flagship store, Burberry is considering expanding with stand alone boutiques dedicated to its beauty products. Chanel has already been opening mono-brand boutiques for its beauty products in Asia and is now expanding the same concept in Europe. Last year, Chanel opened a pop-up store dedicated to beauty in Covent Garden, which has now become a permanent store. Dior is reported to expand its beauty-only street level boutiques, worldwide – it is already present with such mono-brand boutiques in Russia, Poland, India and China.
Stand alone street level boutiques add prestige to the luxury brands and provide a more personalized experience of the brand. It also gives brands the opportunity for more extensive research and more complex database collection.