Violet grey bets on brick-and-mortar: expansion signals a shift in beauty retail

Violet Grey, once a darling of the digital beauty world, is making a bold move into physical retail, announcing plans to open three US stores and a London shop-in-shop in 2026. The expansion, a $50 million investment spearheaded by its recent acquisition team, marks a significant pivot for the brand, aiming to leverage its strong online reputation and curated product selection into a tangible retail experience.

A calculated gamble: violet grey's physical presence

The beauty e-tailer, known for its meticulously curated selection of independent beauty brands and luxury products, initially thrived online after its 2012 launch. However, after a period of financial challenges following a sale to Farfetch in 2022, Violet Grey was bought back by founder Cassandra Grey and private equity investor Sherif Guirgis in September 2024. This buyback provided an opportunity to re-evaluate the brand’s strategy, focusing on a premium, experiential retail model.

The first store, slated to open in East Hampton in May, signals a new chapter for the brand. Further expansion will include a Dallas location in late summer and a reopening of its Los Angeles Palisades Village outpost, alongside a shop-in-shop with British retailer Harvey Nichols in April. These moves are driven by the desire to provide existing customers with greater access and to attract new consumers who may eventually convert to online purchases.

“We’re being very purposeful and thoughtful about, not just where these stores are located, but the size of the stores,” explains Sherif Guirgis. The spaces, roughly 1,000-1,200 square feet, are designed to foster a sense of community and offer an immersive experience. The brand is prioritizing education and one-to-one relationships, mirroring the success of their existing stores in New York and Los Angeles.

The US expansion strategy is data-driven, with store locations influenced by e-commerce order patterns and the presence of complementary luxury retailers. The brand is targeting markets like New York, California, and Texas, noting the strong resonance of its online community in the United Kingdom. A storefront in Harvey Nichols is the first step in a longer-term plan for a standalone UK flagship.

Violet Grey's high average order value (AOV), reportedly four times the luxury beauty industry average, is a testament to the trust consumers place in the brand's curation. This trust, alongside a focus on product exclusivity and access to brand founders and industry professionals, is expected to translate successfully into the physical realm.

The brand's investment isn't simply about expanding physical spaces; it's about creating a valuable touchpoint that enhances the overall customer journey. The company anticipates that the new stores will also positively impact its e-commerce business, fueling a virtuous cycle of brand awareness and sales. This calculated expansion underscores a belief that a curated, experiential approach remains a powerful differentiator in the competitive beauty market.

The power of curation and community

The key to Violet Grey’s success, according to Tracy Kline, group president, lies in the brand's ability to cultivate a loyal following.