THE WHAT? Sephora has formally established a Belgian subsidiary in Brussels, marking LVMH’s move to enter Belgium’s prestige beauty retail sector.
THE DETAILS The newly created entity, Sephora Belgium, is registered on Avenue Louise—one of the country’s most commercially strategic locations—signalling a serious market entry strategy. The board includes senior Sephora leaders, including Managing Director Benoît Ponte.
The launch positions Sephora as a direct challenger to established players such as Douglas, which has been expanding its own Belgian footprint. For LVMH, Sephora remains a critical direct-to-consumer platform for its beauty portfolio, enabling controlled distribution and sustained visibility for its luxury brands across European markets.
THE WHY? The move underscores tightening competition in Europe’s prestige beauty retail landscape as global groups pursue scale, brand control and stronger consumer access.
Source: RetailDetail
The post Sephora sets up Belgian subsidiary as LVMH readies entry into competitive prestige retail market appeared first on Global Cosmetics News.