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ICSC Keynote Presentation: (From left: Kyle Ashley, Chris Hull, Barry Beck, Scott Galloway) NEW YORK CITY—Despite industry talk of Amazon’s devastating effects on retail, Bluemercury co-founder and COO, Barry Beck, emphasized that it’s nearly impossible to fully actualize a brand without a brick-and-mortar, real world presence. He noted that’s why Amazon and other e-commerce companies are opening physical stores.
“We’re even more convenient than Amazon. We’re beating them in their own game,” said Beck. In Manhattan, 75% of Bluemercury customers live within a five block radius of one of the high-end cosmetic and spa locations. In the suburbs, their customers all drive within 15 minutes to shop at Bluemercury. Beck added that Amazon sells—but does not build brands.
Bluemercury embeds itself in the communities where customers live their lives, said Beck. The idea is that Bluemercury customers can pick up a lipstick on their way to getting a cup of coffee.
Acquired by Macy’s two years ago, according to Macy’s SEC Form 10-Q filed on Dec. 4, 2017, as of October 28, 2017, Macy’s is operating 155 Bluemercury locations (135 freestanding and 20 inside Macy’s stores).
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