Sephora announced that it will be redesigning all its stores in the U.S. and Canada. President and CEO of Sephora North America, Artemis Partick made the announcement at the National Retail Federation in NYC. 
 
Over the next five years, over 700 Sephora stores will be transformed for a unified experience that highlights the retailers’ four main categories—skincare, makeup, fragrance, and haircare. Renovations will range from a major redesign to a minor refresh. 
 
This announcement comes after Sephora began a testing format that will help make the redesign easier to achieve. 
 
Some updates include a mobile checkout space, modular fixtures, and a beauty studio that is set off to the side. 
 
These updates reflect the increase in mobile orders, where shoppers are being checked out by beauty advisors through mobile means throughout the store. 
 
The new fixtures will be similar to the “minis” setup so that they can break up and move around the store for a more agile footprint. 
 
Currently, 111 reflects the new redesign, resulting in key performance indicators, transactions, and productivity. Also, sales are up when compared to the control group.

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