Bluemercury’s grand expansion
2025 is just a few months away, and Macy’s upscale beauty and skin care chain Bluemercury is getting ready for a grand expansion. Nine new locations throughout the country will open by the end of the year, Bluemercury stores, omnichannel, and strategy chief Jenna Goldberg said.
“Bluemercury is opening new locations across key neighborhoods and cities, focusing on areas where demand for its luxury beauty and spa services is high,” Goldberg told USA TODAY on October 2.
The new openings will strengthen Bluemercury’s presence in several states, offering customers access to a wide range of premium skincare, cosmetics, and wellness services.
Where you’ll find the new stores
New Bluemercury stores are now opening in California, Florida, Nevada, Oregon, Texas, and Washington-to address the demand and enthusiasm for luxury beauty treatment in these states.
The following sites have been secured to date:
- California: 4722 Admiralty Way, Marina Del Ray, CA 90292
- Florida: 421 SW 145th Terrace, Pembroke Pines, FL 33027
- Nevada: 2260 Village Walk Drive, Suite 104-A, Henderson, NV 89052
- Oregon: 7443 SW Bridgeport Rd., Space E-109, Tigard, OR 97224
- Texas: 1400 Shoal Creek, #170, Highland Village, TX 75077
- Washington: 233 Bellevue Square, Bellevue, WA 98004
The boutiques will feature Bluemercury’s signature lineup of upscale skin care products, makeup, fragrance, and spa treatments such as brow shaping and facials.
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More openings still to be announced
Although six of the nine new stores were revealed, Bluemercury publicizes that three more stores will be opening at some time in the future this year, in 2025. The organisation is not yet revealing the specific cities, although Goldberg did state announcements would come at some point in time.
Bluemercury also confirmed that expansion will continue beyond 2025, though it has not shared specifics for 2026. “We’ll bring new locations to coveted neighborhoods across the U.S. where our clients live, work, and shop,” Goldberg said.
This approach highlights Bluemercury’s commitment to being closer to its customers, especially in areas with a strong interest in self-care and beauty wellness.
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A look back: hhow Bluemercury began
Bluemercury’s roots go back to 1999 when husband and wife duo Barry and Marla Beck opened their inaugural boutique in Georgetown, Washington, D.C. Bluemercury was built on two principles:
- “Blue” is for trust and commitment.
- “Mercury,” the Roman god of messengers, is for good taste and intelligence.
The brand was built on the merits of its one-on-one customer service and curated selection of luxury beauty products.
In 2015, Macy’s acquired Bluemercury for $210 million cash and brought the brand’s products and services into a few Macy’s department stores. The acquisition allowed Bluemercury to go national but with its boutique feel.
In 2021, Maly Bernstein, who was once a Vice President of E-Commerce at CVS Health, took over as CEO at Bluemercury and took the company into its retail and digital future.
What makes bluemercury different
Bluemercury is more than its products—it’s loved for its spa-like atmosphere and expert beauty advice. Each store is part shop and part sanctuary, with one-on-one consultations, skincare treatments, and brow shaping appointments.
Its counters are filled with best-selling high-end lines and Bluemercury-owned M-61 Skincare and Lune+Aster makeup lines. The company’s focus on proficiency, quality, and trust has been rewarded in a loyal clientele, especially from shoppers looking for authentic, professional expertise in their beauty regimen.
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