Violet grey bets big on physical stores, expanding luxury beauty reach
Violet Grey, the once-exclusive online beauty retailer, is making a bold move into the physical retail space, signaling a significant shift in strategy for the company. The brand plans to open three stores in the US this year, alongside a shop-in-shop in London, marking a major investment after a period of financial restructuring.
From digital darling to brick-and-mortar presence
Founded in 2012 as a digital-first destination for curated independent beauty brands, Violet Grey gained a loyal following known for its editorial approach and high-quality product selection. Acquired by Farfetch in 2022 for $50 million, the company later bought itself back in September 2024 alongside private equity investor Sherif Guirgis. This strategic repurchase allows Violet Grey to capitalize on its strong brand equity and customer trust.
The expansion strategy begins with a new store opening in East Hampton in May, followed by Dallas in late summer. A long-awaited reopening of the Los Angeles Palisades Village outpost is also slated for this summer, coinciding with a shop-in-shop opening with British retailer Harvey Nichols on April 20th. These moves reflect a calculated effort to reach new customers and provide existing clientele with enhanced access and personalized experiences.
“We know where our customers are,” says Guirgis, explaining that the locations are largely determined by e-commerce order data. The team also considers existing stores that cater to a similar customer base, including luxury fashion and food retailers like Sant Ambroeus, The Row, and Erewhon. It’s a deliberate selection process focused on high-intent shoppers seeking an experience, not just casual foot traffic.
The new stores, roughly 1,000-1,200 square feet, prioritize a luxurious and intimate atmosphere. The design emphasizes seating, art, and a sense of personalized service, aiming to recreate the feeling of a glamorous friend’s apartment or walk-in vanity. This approach builds upon the success of Violet Grey’s makeup application services in its existing Melrose Place and Madison Avenue locations, which have proven popular with customers.
Beyond the US, Violet Grey is also eyeing international expansion, starting with a partnership with Harvey Nichols in London. The company's existing British social media following provides a valuable data point for this venture. A long-term goal includes opening a standalone flagship store in London, with plans to expand to other key markets in Europe, Asia, and the Middle East. The approach will leverage the brand’s core value proposition: curated selection, exceptional service, and a strong editorial narrative.
Violet Grey's customer loyalty is a key driver of its growth. Average order values (AOV) are reportedly four times the average for luxury beauty, a testament to the trust customers place in the brand's vetting process. The company has focused on strengthening its team, including the appointment of Tracy Kline as group president in June 2025, and replatforming its website to Shopify. This strategic move has already fueled significant growth, with 50% year-on-year growth in 2025, and projections for nearly 100% growth in 2026.
The company's focus on creating a community around its physical stores is a key differentiator. This strategy extends to its international ambitions, with plans to build a network of loyal customers in key markets. Violet Grey's vision is not simply to replicate its online success in physical space, but to create a distinct experience that resonates with discerning consumers.
With a carefully curated selection of over 100 brands, including an increasing number of exclusives, Violet Grey is poised to redefine the luxury beauty retail experience. Their commitment to fostering connections between consumers and brands, amplified by a thoughtful retail strategy, positions the company for continued growth in a competitive market.