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One of our favorite department stores on earth, Liberty, on London's Regent Street, has overhauled its beauty department, doubling it in size, reports WWD.
The space, which has doubled in size to 5,000 square feet, now boasts arty details, such as colorful Hungarian tiles set into its wooden floors, a hand-painted peacock mural by artist Kerry Lemon on one of the walls and chandeliers made from lamp-shades in Liberty fabric. And thanks to shelving having been cleared away from the windows, the hall is now flooded with natural light.With the expansion comes the addition of lots of exciting beauty brands, including Trish McEvoy, DeCleor, Chantecaille, and Bobbi Brown. According to Burstell, beauty makes up 14% of Liberty's total sales.
“The whole trick of Liberty is to look like it was bought with one eye from the top floor to the bottom,” said Ed Burstell, Liberty’s managing director. “You don’t want to walk from one floor to the other and it to be jarring. It has to be seamless, but at the same time [each department] has to be separate.”
· Liberty Doubles Size of Beauty Hall [WWD]