How events fuel Ulta’s retail strategy, from ‘Wicked’ collaborations to Cécred Sundays

This story was first reported on and published by Glossy sibling site Modern Retail.

Beauty retailer Ulta currently has more than 1,400 stores, with plans to open about 200 more in the next three years and expand internationally. But as the company celebrates its 35th anniversary, it’s taking a new approach to store design with a focus on discovery, exploration and experiences.

Modern Retail spoke with Paul Loux, the vp of store design and experience at Ulta, at the Future Stores conference in Los Angeles. In partnership with other departments like marketing and merchandising, Loux has recently helped implement the company’s partnerships around “Wicked,” as well as the launch of Beyoncé’s hair-care brand Cécred in Ulta stores. In May, Ulta started hosting Cécred Sundays at select Ulta Beauty salon locations to promote the partnership.

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