Chanel to Open Beauty Store in Williamsburg, Brooklyn — Retail Bum

Chanel plans to open its first beauty store in the Williamsburg neighborhood of Brooklyn, New York, in June 2023.

The store opening in the hip waterfront neighborhood follows the shift in consumer spending away from Manhattan as many workers now enjoy a hybrid work-from-home life — a trend that is bringing leading brands ranging from Hermès to H&M to open stores to the neighborhood.

The Chanel store will be located on North 6th Street, steps away from the Hermès store, and will sell beauty and fragrance products. Its announcement confirms rumors that the luxury brand was scouting the neighborhood for an appropriate store location. The company had already been running ad campaigns in the area around high-end hotels such as The Williamsburg Hotel, The William Vale, and The Hoxton, where rooms can go for well over $400 a night during the peak holiday season. Other luxury brands such as Bvlgari, Cartier, Bottega Veneta, and Marc Jacobs have also been running ad campaigns in the north side of Williamsburg, according to the Business of Fashion.

Meanwhile, affordable brands such as H&M are also hoping on the trend. In November last year, the Swedish retailer launched an experiential pop-up location, introducing new concepts nearly every six weeks, including a fitness class with Jane Fonda. Glossier has also reportedly opened a permanent location in the neighborhood, drawing in a lot of foot traffic.

Originally published at https://retailbum.com on February 22, 2023.