Burberry has today (16 December) opened its first stand alone beauty store, The Burberry Beauty Box, in London’s Covent Garden.
The new store will stock the company’s fragrance collections and makeup lines as well as housing Burberry accessories including sunglasses, scarves and an exclusive selection of bags.
The boutique is designed to encourage interaction with the world of Burberry Beauty, with features such as a Digital Runway Nail Bar where customers can ‘virtually’ try on colours.
No more queuing up to pay for goods either, as digital-savvy Burberry has also replaced traditional tills with iPads and iPhones to take payments and offer digital receipts.
The brand has also recently launched the Runway Made to Order for beauty, where customers can purchase beauty products from catwalk looks immediately online after the Burberry shows.
The new store sits in Convent Garden’s fashion forward piazza and is open Monday – Saturday 10 am – 8pm; Sunday 12 noon – 6pm.