Beauty Store Business magazine - January, 2020

SANDOW: NewBeauty at Fred Segal Beauty Store to Close, 'Excited' About BeautyDNA.com in Beta Phase

SANDOW: NewBeauty at Fred Segal Beauty Store to Close

The revolutionary NewBeauty at Fred Segal brick-and-mortar beauty concept store at 500 Broadway in Santa Monica, California—officially launched by NewBeauty magazine March 15, 2012—will close its site by the end of May, Beauty Store Business has learned. BSB first reported the closing May 9 on its Twitter and Faecbook accounts.

While SANDOW—NewBeauty at Fred Segal's parent company—acquired the Fred Segal brand in 2012, it doesn't own the iconic building where the unique beauty store is located. The building was sold to DK Broadway and, due to the owner's redevelopment plans for the site, tenant leases—including the NewBeauty store and the three Ron Robinson boutiques there, which also offer upscale beauty products—aren't being renewed.

Both beauty retailers have participated as buyers in the highly successful Discover Beauty Programs at Cosmoprof North America every year in Las Vegas.

NewBeauty at Fred Segal store manager/buyer Elena Severin frequently represented the beauty store there as well as elsewhere at beauty-industry events.

Jessica Kleiman, executive vice president of communications at SANDOW, told BSB May 12: "As there is limited space in the Fred Segal building across the street [420 Broadway], NewBeauty is unable to relocate its store to the remaining Santa Monica location. Subsequently, we’ve decided to focus on our core businesses for the NewBeauty brand—including our magazine, our TestTube subscription program and our digital assets—versus a brick-and-mortar retail presence."

Kleiman added, "We are also excited to be working closely with the team that developed SANDOW’s newest business—BeautyDNA.com—a groundbreaking online beauty product-matching program that will change the way women shop for beauty."

Currently, www.BeautyDNA.com is in its beta phase, and a formal announcement about it is expected soon. Per the website for $25 per month BeautyDNA.com will ship customers "a perfectly matched, full-size name brand beauty product." Shipping is included in the price. Customers can now sign up for BeautyDNA.com, where more information about the new online beauty product-matching program is available.

Stacey Robinson of the Ron Robinson boutiques—which has had a presence in the Fred Segal building at 500 Broadway in Santa Monica for 18 years—told David Mark Simpson, lead reporter for the Santa Monica Daily Press, in a May 6 article that there are no set plans for Ron Robinson reopening in Santa Monica and that Ron Robinson will maintain its boutiques in the Fred Segal building on Melrose Avenue in Los Angeles.

[Image by Armando Sanchez, Beauty Store Business]