Glossier explores new sales channels. The American cosmetics company is a pioneer in this model directly to the consumer (D2C), an agreement with perfume and cosmetics chain Sephora to distribute its products in the company’s stores in the United States and Canada beginning in 2023. The deal will also include the sale of Glossier products through Sephora’s website and website apps.
“This represents a new chapter in our omnichannel strategy,” Glossier CEO Kyle Leahy said in a statement. Until now, the company has only been distributing its products directly, through the digital channel and its own stores.
Glossier has worked for the multi-brand on just one occasion, along with Nordstrom department store, with whom it teamed up in 2019 to open pop up shop Selling her Glossier You fragrance in 2019.
Glossier will also distribute its products in the Sephora “app” and on its website
With an investment of ten million dollars, Glossier was founded by Emily Weiss in 2014.. Four years after its founding, the cosmetic company entered Europe for the first time by opening offices in London (UK). In Spain, the brand is not yet available for sale online, nor does it have a physical store.
Last May, Weiss left her position at the company as CEO, remained on the board as CEO, and appointed Kyle Leahy as the new CEO. As of 2021, Leahy held the position of Commercial Director of Glossier.
The company raised its last funding round in the middle of last year, raising $80 million. Lone Pine Capital Fund led the round, but other investors such as Forerunner Ventures, Index Ventures, IVP, Sequoia Capital and Thrive Capital also participated. After the round, the company raised its valuation to $1.8 billion..
Glosier explained that the capital raised in the round was aimed at “developing and integrating their fully online and offline channels,” justifying that their customers “wanted to seamlessly transition between the two.”