Smashbox enters South East with new store at Bluewater

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Smashbox Cosmetics (supplied image)

Smashbox Cosmetics has opened its first-ever standalone store in the South East at Bluewater shopping centre in Kent.

Located on the Upper Rose Gallery next door to Topshop, the 82sq m store’s interior design emulates the look and feel of Smashbox Photo Studios in Los Angeles, where the brand was founded.

The brand is already available in many Boots stores and also trades online, alongside a few standalone stores in select locations such as Westfield Stratford in east London and Birmingham’s Bullring shopping centre.

According to its website, the cosmetics brand is also set to open a flagship store in Covent Garden, London.

“The new Bluewater standalone store is an exciting step for the Smashbox Cosmetics brand, further marking our move of opening standalone stores outside the capital in select locations,” Smashbox brand manager Anuschka Kuhnel said.

“The enthusiasm and demand we have experienced for our brand amongst consumers throughout the South East makes Bluewater an exciting move for us.”

Smashbox’s Bluewater opening is the latest in a raft of recent store openings for the centre, such as Gap’s new UK concept store, The White Company’s new upsized store and Missguided’s second bricks-and-mortar shop, which is slated to open in June.

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