LONDON – The French beauty concept store Oh My Cream has landed in London, with an office on King’s Road and another opening in November in Notting Hill.
The brand was founded in 2012 by Juliette Lévy and has grown rapidly as it offers a sustainable and clean approach to shopping for beauty products.
“I’ve always loved coming to London, especially for shopping, but it still feels like a new generation of beauty destinations is still missing,” Lévy told WWD, adding that her brand’s holistic approach and supply of beauty brands exclusively clean bridges the gap in the capital market. Her ambition is to “become the next favorite beauty destination for British women”.
More and more companies are planning a strategy to open a shop in the UK to avoid taxes and delays due to Brexit rules. French multinational retailer Sephora launched its UK site on Monday with plans to open a physical store in spring 2023.
“Our omnichannel strategy is one of the main reasons for our success in France, which is why our plan in the UK is to open many stores, in addition to our e-shop, which will ship orders directly from London as quickly as possible,” he said. Lévy.
Her original plan was to open a branch in London, but after falling in love with two locations, Lévy convinced her investors to choose two.
“Opening two stores at the same time sends a bigger signal and has a much greater effect in terms of brand awareness,” said Lévy, explaining that he wants to think big from the start, which is why he is setting himself a goal. opening of 10 to 15 stores in London.
This is the company’s first experience in learning the behaviors of UK customers. Lévy didn’t go through too much data to try to figure it out. He doesn’t see a huge difference between France and the UK, he said.
“We need to know more about London customers before making any decisions. I strongly believe in testing and learning. This is what we did in France almost 10 years ago, ”she said.
Lévy has not made any substantial changes to the offers in the shop. “For now, the selection is the same as in France,” he said, with the exception of some brands that do not comply with the UK’s compliance rules.
He’s not afraid to change things if customers don’t react the way he wanted.
“Our job is to curate what’s best in the clean beauty market, take a step back to focus on the brands that are here to stay,” he said.