It was just a matter of time. While Peach & Lily and Glow Recipe already forged ahead with offline store experiences, I was waiting for Soko Glam to do one of their own. They just launched their Mini Shop at Bloomingdale's in Soho on June 10 and I stopped by to visit.
Similar to Peach & Lily (Macy's) and Glow Recipe (Sak's), Soko Glam decided to partner with another retailer looking to get in on the K-Beauty trend. It's a win-win situation - retailer needs to keep up on trends and beauty is usually a category that is highly profitable and does well, not to mention, K-Beauty is THE beauty trend these days, and K-Beauty retailer (be it Glow Recipe, Soko Glam, or PL) needs to grow awareness and acquire new customers and dip their toe into offline without the massive overhead.
Bloomingdale's in Soho is not a bad fit. Its location lends itself well to trend-forward, younger shoppers and tourists, which better suits Soko Glam's demo, versus the uptown location which most likely caters to an older, more traditional, clientele.
I'll be the one to say it but the space is tiny. It's more like a kiosk then a shop. On either side you have a small sheet mask wall and a makeup wall. The main wall consists of a 5-step skincare routine with products. Screens along the wall show application and usage tips. Brands included in the mini shop are Re:P, Cosrx, Etude House, Hanskin, Kalvuu, Neogen, Manefit, and Klairs.
They have a questionnaire that customers can fill out to get skin specific recommendations. They also included some featured brands at the bottom, which are, no doubt, ad placements.
Opening day featured Charlotte for two hours signing books and taking selfies and the line was wrapped around the first floor. If they had more space, they could've also done classes to bring more of an experiential element to their shop and connect with consumers.
If it goes well, they said they would be open to more offline experiences so let's see where things go for here.