Pat McGrath Labs, the iconic makeup brand created by Pat McGrath, announces the June 24th launch of its permanent beauty counter at Selfridges Oxford Street and the opening at Selfridges Manchester later this summer.
This expansion comes on the heels of the brand’s unprecedented success of its three-month Pop-Up retail experience at Selfridges Oxford Street’s The Corner Shop, which was the longest running pop-up by any beauty brand in Selfridge’s history.
Pat McGrath Labs Continues European Expansion After Record-Setting Entry In The Market
The first destination in Europe to host the full beauty range, this unique brand presence, called The Mothership, was imagined and directed by Pat McGrath herself, and showcased McGrath’s personal curation of mind-blowing designer products and collections that were exclusively created for McGrath and the retailers Technicolour Odyssey campaign.
McGrath also collaborated with Selfridges to create 24 of the store’s iconic windows – the first time that 24 windows have been created by a single brand.
“This was our biggest and most successful launch ever,” noted Sebastian Manes, Selfridges Buying and Merchandise Director. “Beauty is a very big category at Selfridges and Selfridges.com, which has been growing double digits in the last three years, but the Pat McGrath Labs brand has been nothing short of record-breaking.
Pat McGrath Labs Continues European Expansion After Record-Setting Entry In The Market
Some of the notable stats on the Pat McGrath Labs at Selfridges launch, April – June 2019:
Less than one month after launch, the brand consistently achieved #1 brand for domestic online beauty sales, beating all other beauty brands at Selfridges that means today,” said Manes.
“We are unbelievably proud to have worked with Pat and her team on this launch project, and to continue to work closely together.”
Pat McGrath Labs Continues European Expansion After Record-Setting Entry In The Market
“It has been an honor for me to collaborate with Selfridges,” said Pat McGrath. “With The Mothership pop-up, and now the permanent counter expansion, we have the opportunity to reach so many more like-minded beauty lovers – in new markets, with new experiences, and many new major moments to come.”
