Beauty Store Business magazine - January, 2020

Riley Rose Beauty Store Grand Opening

Linda and Esther Chang, the daughters of Forever 21’s founders, launched a new beauty store called Riley Rose at the Glendale Galleria in Glendale, California on September 30. Another 10 Riley Rose store openings are planned this year with at least three more for 2018. Located in shopping malls, the store provides real competition for beauty retailers Ulta and Sephora.

“We’ve been fortunate to travel around the world and see a lot of products and different concepts, and we felt like the U.S. was missing some of this stuff,” Linda Chang says.

With Riley Rose, the Chang sisters have created something unique. The store carries roughly 200 brands, and only about 80 of those brands are beauty. Some of the beauty brands include Essie, Sigma Beauty, and Laura Geller, none of which you can purchase online, forcing consumers to physically come into their stores to buy products. The items will be rotating on the basis of popularity to give costumers a chance to discover new and different brands each time they visit. Along with their great variety of beauty products, PETA tells us “Riley Rose will be selling at least a few of our favorite cruelty-free brands: Brite Organix, Lime Crime, Obsessive Compulsive Cosmetics, and Stila.” In contrast to Forever 21, Riley Rose will carry products that range in price starting as low as $2 to as high as $189.

Accompanying the beauty products are sections that include accessories and home goods, which differentiate the store from more mainstream beauty retailers. In addition to beauty products, customers can find an assortment of appealing goods such as candy, bath bombs, mugs, gold kitchenware, Bkr Bottles, phone cases, fake succulents and even a stationary section filled with glitter pens and journals.

Catering to tech-savvy Gen Z and millennial consumers, Riley Rose embraces technology by featuring iPads with beauty tutorials in the center of the store as well as a live feed that shows customers' images when they tag Riley Rose on their social media. The store provides selfie stations throughout to encourage an interactive feel and social media posting. They can basically open their phone and research anything they see in the store within seconds, empowering them to explore offerings through digital and social moments throughout the store.

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