Sephora’s Bluewater Store Launch Sees Customers Queue Overnight

Approximately 1,000 individuals queued to be among the initial customers at Sephora’s new Bluewater Shopping Centre store, according to the company, with some having camped overnight. The international beauty retailer commenced operations at its Kent location, marking its seventh establishment in the UK, on Wednesday at 09:00 GMT. Anthony and Dayma, a father and daughter duo hailing from south-east London, informed BBC Radio Kent that they joined the line around 01:00. Anthony said he slept in a camping chair to be with his daughter, who said she liked the brands in Sephora. Other customers indicated they had been waiting in line since 21:00 on Tuesday. Sephora, a purveyor of make-up, fragrances, skincare, and haircare products, had previously exited the country in 2005 before re-establishing its presence in March 2023 with an outlet at Westfield London White City. Mellissa Norris, who also queued overnight alongside her daughter, recalled Sephora’s initial presence at Bluewater Shopping Centre. Sarah Boyd, the company’s manager director, expressed her belief that the opening day’s experience motivated individuals to queue.