Ulta is betting $400M that an NYC megastore will challenge Sephora—and that flagships still work
When Ulta Beauty opens its first-ever flagship, a four-level megastore in New York’s Times Square late next year, the retailer aims to create a more fun and modern shopping experience, showcase its more upscale house brands, and place itself at the center of the beauty universe as it seeks to expand its influence. The 27,000-square…