As Macy's Inc. prepares to shutter approximately 150 underperforming locations through 2026, its prestige beauty division, Bluemercury, is simultaneously planning to open 30 new stores and renovate 30 existing ones. This strategy impacts communities as traditional retail spaces close, shifting focus to specialized experiences within the beauty sector. There are currently roughly 180 Bluemercury stores in the U.S. according to The Robin Report.
Macy's is contracting its physical retail presence, but its Bluemercury brand is aggressively expanding and investing in new store formats. This tension highlights a fundamental shift in retail investment focus within the same corporation.
Bluemercury's success suggests a future where specialized, experiential physical retail can thrive, even as generalist department stores face significant headwinds, proving a targeted, high-touch retail strategy can succeed.
Bluemercury's Consistent Growth
Bluemercury operates 170 stores across the country and has achieved 20 consecutive quarters of sales growth, according to Glossy, according to Glossy. Meanwhile, WWD states the brand posted its 12th consecutive quarter of comparable sales growth. Bluemercury's net sales were up 7.8 percent in the last reported quarter, reports WWD.
Bluemercury's consistent positive sales figures across multiple metrics underscore its market appeal and operational effectiveness. The difference in reported growth duration (20 vs 12 quarters) suggests varying metrics or reporting periods, but both confirm sustained positive momentum for the brand.
How Are Beauty Brands Adapting Their Retail Strategies in 2026?
Bluemercury plans to add 30 new stores, reports The Robin Report. The brand is also renovating 30 existing stores, according to The Robin Report. Bluemercury introduced a new store format called 'New Blue' to about a quarter of its stores, featuring a centralized beauty bar for events, reports Glossy.
