Elemis to open concept stores as part of brand refresh

Concepts store openings,  training academies and the launch of a new website are on the agenda for British skincare brand Elemis in 2015. 

Managing director Séan Harrington revealed that the brand plans to open three concept stores in the UK next year. King’s Road, Canary Wharf and Westfield shopping centre in London are all possible sites. 

Elemis will also be opening two concept stores in Hong Kong in 2015, with Harrington commenting that: “These could even go live before the UK ones, they already have the locations.” 

Further concept stores are likely to follow in the future, with Harrington explaining that: “We have the resources to build more – I can see us having 12.” The concept stores are expected to include treatment rooms, a grooming area, a skin lounge and a retail section. 

Next year will also see Elemis move ahead with its new flagship London spa – The House of Elemis. Following delays to the project due to contracting problems earlier this year, work on the House of Elemis will begin on January 7.

Once open, the new facility will include a large retail area, treatments rooms, a penthouse suite and a food and a beverage offering that, Harrington said, “will be about the good life” and include fresh juices. 

2015 will also see the unveiling of the first two Elemis training academies, scheduled to open at the brand’s offices in London and Bristol. Training will, Harrington commented, be top of the brand’s agenda going forward. 

He said: “We’re putting training and education right up there, really enabling us to be a brand known for driving and pushing education.” 

Elemis, a £75 million a year business with a presence in 53 countries, will also launch its new global website, Elemis.com, in January.

Additionally, and to tie in with the brand’s 25th anniversary next year, Elemis has, Harrington explained, “repackaged a large part of the brand.”