Burb Beauty | Macy’s-owned beauty chain grows as other outlets struggle
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Macy’s-owned beauty chain grows as other outlets struggle

Bluemercury isn’t afraid of competition — even between its own stores.

The Macy’s-owned beauty chain already operates 13 outlets in New York City and the Hamptons, and is poised to hike that total to 19 by year’s end. That’s not counting five other New York stores in Roslyn, Manhasset, Bronxville, Rye and Woodbury Commons.

An industrywide slump has forced many chains, Macy’s include, to close hundreds of locations nationwide. Meanwhile, Bluemercury has been doubling down on growth — even within specific neighborhoods, with four stores on the Upper West Side alone.

“People are inherently social beings who need interaction and love to be connected to each other, which will drive an increased need for local neighborhood shopping,” predicts operating chief Barry Beck, who co-founded Bluemercury with his wife, Chief Executive Marla Malcolm Beck.

“The smart retailers will realize that there is actually a need for more well-placed stores, not less,” Beck said.

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