“People are so excited, I think, to be in stores again. They’re happy to be able to leave their homes and experience and touch color,” said patmcgrathreal, who is opening across the U.K. at brick-and-mortar retailers and online.
following its purchase of Feelunique.com last year.
The U.K. is Pat McGrath Labs’ second-largest market after the U.S., and a significant one given McGrath’s British background;A look at the new Pat McGrath Labs space in Liverpool, England. “The U.K. is smaller than the U.S., but it’s an important market that is very dear to our hearts. You are soon going to see Pat McGrath Labs all over the U.K.,” saidHe said competition in the U.K. is ferocious, but the brand sees great potential and an enthusiastic luxury audience. There are plans for a variety of exclusives and activations at the different stores, and online.
The U.K. launch is part of a wider international and digital expansion strategy that has seen the brand expand in the Middle East, India and Continental Europe. Pat McGrath Labs is also set to launch in mainland China. Asked about U.K. customer habits, McGrath said they are similar to what she’s seeing in the U.S. “Here in my home [country], they love newness and playing with color, having fun and being daring. In the U.S., it’s the same. I’ve always felt there’s a synergy between the two.”“People are so excited, I think, to be in stores again.
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