Photo: Courtesy of Urban Decay.
After years of successful sales in department stores and Sephora, Urban Decay is going rogue. According to WWD, the brand has plans to open its first stand-alone store in Newport Beach, California, this summer. The space will be massive, housing six makeup stations, a custom foyer, and, best of all, a bathroom wallpapered with photos of the company's employees' dogs. Coolest. Makeup store. Ever.
For those of you not within reasonable driving distance of California, fear not. The cult-favorite brand will still be available in the other stores and online as well. But, Urban Decay's brick-and-mortar location will experiment with new products. It will also have a mix of lifestyle items, like coffee mugs and headphones. So, basically, a trip to California is necessary.
Founder Wende Zomnir wanted a freestanding spot instead of a mall store, which is why she landed on Fashion Island in Newport Beach. Plus, the brand was originally started in Southern California, so the choice of this location was sort of like a return-to-roots move for the company.
Luckily, Zomnir and the rest of the brand hope to open more stand-alone shops in the future. And, just for the record, we don't have any malls in good ol' NYC. So, maybe you could show the East Coast some love ASAP, Urban Decay? Or else we'll just have to pinch our pennies for a plane ticket. (WWD)
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