Violet grey bets on brick-and-mortar: beauty retailer expands across us & uk

Violet Grey, a once-exclusive online beauty destination, is making a significant move into physical retail, announcing plans to open three US stores in 2026 alongside a shop-in-shop with Harvey Nichols in London. This expansion signals a strategic pivot for the brand, aiming to capitalize on its loyal customer base and evolving market dynamics.

Violet grey’s expansion strategy

The retailer’s first US store will launch in East Hampton in May, followed by Dallas in late summer. A reopening of its Los Angeles Palisades Village location is also slated for this summer, coinciding with the London shop-in-shop opening on April 20th. This marks a substantial investment for Violet Grey, which previously operated with only one physical location.

The decision to enter the physical retail space comes after a period of restructuring. In 2022, Violet Grey was acquired by Farfetch for $50 million, but the e-tailer shuttered its beauty business the following year amid financial challenges. However, in September 2024, Violet Grey founder Cassandra Grey repurchased the company, alongside private equity investor Sherif Guirgis, who now serves as chairman and CEO.

Guirgis emphasized the brand’s strong customer loyalty and reputation for curated selection. He believes this foundation, combined with a renewed focus on the customer experience, positions Violet Grey for success in the physical retail landscape.