Sephora confirms arrival in Belgium

Sephora, the beauty chain owned by the LVMH group, has confirmed its entry into the Belgian market later this year. Ahead of its first opening, the retailer has announced a recruitment campaign.

Largest community of beauty fans

The rumors that circulated at the end of last year have now been officially confirmed: the arrival in Belgium is a new step in the European expansion strategy of Sephora, which calls itself the world leader in prestigious beauty products. The retailer will open its first store in the country this year, but the company has not yet disclosed the location. However, the chain is launching a recruitment campaign aimed at sales advisors and sales managers who are passionate about beauty. The company announced this in a press release on Tuesday.

Sephora operates 3,400 stores and digital platforms in 35 markets with 50,000 employees and claims to have the largest community of beauty fans – more than 74 million. Shoppers will find a range of over 500 brands, including several exclusive labels that are not or hardly available elsewhere, and the Sephora Collection private label.

In Belgium, the arrival of the beauty giant threatens to cause quite a stir in the cosmetics market. For the time being, ICI Paris XL, a subsidiary of AS Watson, is still the market leader. However, newcomer Douglas is eagerly welcomed by large numbers of young shoppers at every store opening. Observers are particularly concerned about the position of April, formerly Planet Parfum, which is owned by the French group Bogart.