The chief executive of Bluemercury leaves the retailer.
Maly Bernstein, who first assumed the first role in 2021, leaves. His last day will be on September 26.
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Bernstein’s next decision could not be learned, and a successor has not yet been appointed.
Bernstein organized the growth strategy of the specialized beauty retailer, including a range of store openings, upgrades and renovations at existing doors, an emphasis on effective products as well as on discovery via its Le Cache program.
“We are going to make 30 new stores and 30 renovations at least over the next three years,” said Bernstein to WWD in 2024. “We create a self -escape in the most coveted neighborhoods and we carefully organize beauty rooted in efficiency, crafts, service and education. With our strategy, we plan to be the main beauty retailer.”
In this vein, the brand matrix has been extended beyond its advantages in skin care and makeup with an accent on perfume, including brands like Vyrao and House of Bō. On the well-being front, this implies supplements of Labs and Act + Acre biocol.
According to the financial results of the second quarter of the parent company Macy Inc., Bluemercury shows the buoyancy despite weakening the feeling of consumers, in particular towards luxury beauty. Net sales increased by 3% for the period, while comparable sales increased by 1.2%. Dermatological skin care, in tandem with the launches of Byredo, Victoria Beckham Beauty and Charlotte Tilbury, led this growth.
“Under the direction of Maly, and in partnership with her team, she laid the foundations for Bluemercury’s next chapter in the progress of the new blue strategy – which includes the revitalization of the brand, the conservation of assortments to widen our customers and strengthen our presence in the key markets,” said Olivier Bron, CEO of Bloomingdale – to whom Bernstein E-mail.
Bron said Bluemercury had seen 18 consecutive quarters of comparable sales growth, and that he had no intention of immediately making changes to this strategy. “Bluemercury customers respond well to our luxury aspirant positioning. They appreciate our organized assortments and our high orientation of customer service,” he said. “I will work in close collaboration with the Bluemercury management team to guarantee that our strategy and our priorities remain on the right track and rely on our momentum to advance the business.”
