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Boots Unveils Beauty Concept Store in Covent Garden

LONDON — Boots has just lifted the curtain on its new concept beauty stand-alone store on Long Acre in Covent Garden here. The new location, in the former Marks & Spencer space across from the Covent Garden Underground station, has been refurbished to fit Boots’ latest mission to be enticing and fun. “We are really focused on bringing in all the brands in a glamorous way, and I think that this is a step forward for us. We’ve been changing the beauty halls in 26 of our stores already, and there has been a radical shift in the performance of our premium beauty sector. It gives us confidence that this is the way forward,” said Sebastian James, chief executive officer of the 170-year-old Boots, a division of Walgreens Boots Alliance. Spread over two floors and spanning 28,524 square feet, the new store is home to more than 300 brands across skin care, beauty, fragrance, hair care and wellness. Names include It Cosmetics, Becca, La Roche-Posay, Josh Wood Colour and Fenty Beauty. Instead of beauty counters, there are shelving units that are meant to create a more open plan. According to James, the shelves will also help create a “small, premium feel and a

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