The EstÃ©e Lauder Companies will launch a new retail format in commuter central: Piccadilly Circus Underground Station.
Opening on Friday 15 May, the new Piccadilly pop-up will showcase a range of The Estee Lauder Companies‘ brands through a rotational programme of retail, service and experience, and expands on an already diverse portfolio of retail outlets.
Botanical hair and beauty brand Aveda kicks off the companies‘ year-long residency with its first ever pop-up. For three months the beauty brand will offer an express experience where commuters and guests can ‘fix‘ their hair on-the-go as well as pick up an edited offering of the season‘s “must have products”. A selection of pop-ups from of the companies‘ other brands will then follow.
Jo Dancey, Executive Director of Retail Operations and Property Services for The EstÃ©e Lauder Companies UK & Ireland commented:
“As a consumer-inspired company we wanted to create an offering that would speak to our consumer‘s needs for a retail experience that fits around their busy lifestyles. With over 41m journeys made via Piccadilly Circus Underground each year, by bringing The EstÃ©e Lauder Companies‘ wide offering of premium brands to Piccadilly Circus we are able to extend our high-touch service to reach consumers in a new and unexpected format.”
The EstÃ©e Lauder Companies launched Jo Malone London and MAC free-standing stores in the prime travel hub of St Pancras Station, London in 2014 and this latest Piccadilly Circus launch serves to further support our growth strategy within this space.”