Introduction
In a move that may redefine its brand strategy, Violet Grey is transitioning to physical retail by opening new stores in the United States and the UK in 2026. This shift marks a significant change for this beauty brand, which previously thrived in the digital landscape. Here’s what to expect as Violet Grey takes its curated selection of beauty products to the brick-and-mortar world.
A New Era for Violet Grey
Violet Grey, originally launched in 2012 as an online retailer, has garnered a loyal customer base thanks to its well-curated mix of independent beauty brands and luxury products. With plans to open three new stores across the U.S. and a shop-in-shop in London, the company aims to enhance the customer experience while attracting new consumers.
The new locations will include:
- East Hampton – Set to open in May
- Dallas – Planned for late summer
- Los Angeles (Palisades Village) – Reopening this summer, along with a new partnership with British retailer Harvey Nichols opening on April 20.
Violet Grey’s founder, Cassandra Grey, initially started the brand with a focus on online sales, but the decision to pivot towards physical retail reflects a desire to connect more personally with customers.
Why the Shift to Physical Retail?
CEO Sherif Guirgis emphasizes that the goal is to improve customer access and expand the brand’s presence in the marketplace. By moving into physical spaces, Violet Grey hopes to showcase its unique offerings in a way that digital platforms cannot fully accomplish. “It’s about being in more places and being exposed to more people,” Guirgis notes.
A physical store allows customers to experience Violet Grey’s curated selection firsthand, enhancing their understanding of the brand’s identity and values.
Building for the Future
Since being acquired by Farfetch in 2022, Violet Grey faced challenges that led to the closure of its beauty business the following year. However, in September 2024, Grey, alongside Guirgis, bought back the company, signaling a renewed focus on growth and innovation.
Under their leadership, efforts are centered on fortifying the brand’s foundation. This includes:
- Replatforming – Transitioning the website to Shopify for better operational efficiency.
- Strengthening the Team – Appointing Tracy Kline as Group President in June 2025.
While specific revenue figures remain undisclosed, the brand reported approximately 50% year-on-year growth in 2025 and is on track to near 100% growth in 2026.
Conclusion
As Violet Grey embarks on this new chapter, its commitment to blending curated beauty shopping with a physical retail experience holds the promise of reinvigorating the brand and redefining customer engagement. This strategy highlights the importance of adapting to consumer preferences while maintaining the brand’s core identity. By opening new stores, Violet Grey aims not only to reach its existing customers more effectively but also to introduce its distinct offerings to potential new buyers, strengthening its position in the competitive beauty market.
