On June 2 beauty executives and editors gathered to celebrate the recent opening of Bluemercury’s Tribeca space. Among the attendees were Bluemercury co-founders, Barry and Marla Beck; Macy’s Chief Executive Officer, Terry Lundgren; Macy’s President, Jeffrey Gennette; President of Kiehl’s, Chris Salgardo; NEST founder, Laura Slatkin; makeup artist, Sonia Kashuk; and co-founder of Oribe, Daniel Kaner.

“It’s our number one store in New York City right out of the gate,” said Barry about the 2,200 square-foot outpost located at 275 Greenwich Street. “In fact, as of today it’s the best opening [per sales, volume and foot traffic] in company history.”

The Tribeca location is the brand’s tenth in New York City and the ninety-fifth in the U.S. The ninety-sixth Bluemercury store opened the following day on Columbus Avenue and 68th Street.

“We’re the friendly neighborhood store where you can get expert honest advice, and this is a neighborhood where people get food, go grocery stropping, work out. People really live their lives here and we want to become part of the fabric of their lives.”

According to Barry, the space is a perfect fit for the Bluemercury footprint.

“I’ve been trying to get this corner for five years,” he said. “It’s the best corner below 50th Street, and is across from the second [highest grossing] Whole Foods in the City, which is reportedly doing $130 million dollars in annual sales. It’s unbelievable and this is what we look for.”

Access to the New York City woman is another obvious benefit.

“The New York client is the epitome of our demographic,” said Barry, adding that New York is the brand’s biggest market, followed by California, Texas and Florida, where expansion is currently a focus. “Our customer is between 25 and 65 years old, with an average income of about $150,000. She’s the urban superwoman, suburban power mom. New York is full of our customers.”

According to Barry, the new store comes at a time of exciting overall brand growth, both online and in brick and mortar.

“We’re going to open up more stores, expand our digital presence [including apps], introduce more proprietary brands,” he told CEW

Beauty Insider. “I wouldn’t be surprised to see us launch another skin care brand, a home fragrance brand, more services [he hinted at a potential Bluemercury styling bar] and an in-house men’s line.”

Added Marla, “[company] investments will go into programs like mobile commerce, pick-up in-store, last mile delivery and same-day delivery. So better service, better access and just an even greater experience. I’ve also been encouraged to really think about what would be a revolutionary concept for the future. There’s no plan around that yet; I don’t know what that is, but it’s exciting to figure out.”

The new Tribeca shop features services such as brow styling, waxing and facials (Oprah rated it as one of the best facials in America), Bluemercury’s first Darphin Scent bar, as well as an edited assortment of more than 50,000 products from 80 brands including Chanel, La Mer, Mario Badescu and Bluemercury’s in-house skin care line, M-61.

“People say that retail is dead and I’m here to tell you that the reports of its death are greatly exaggerated as evidenced by this store,” Barry said. “What we see is that people coming into the store actually drives online purchases.”

According to Barry, Bluemercury’s best sellers include M-61’s Power Glow peel (of which more than one million units are sold each year), Lune +Aster CC Cream, St. Tropez In-Shower Gradual Tan and Chanel Perfection Lumiere Velvet.

“We start with a core mix based on what we know about the client from canvassing the neighborhood and talking to other store managers and owners,” said Marla, regarding the products carried at Bluemercury stores. “We leave space, and then within first 60 days, we decide how to expand assortment based on what clients are buying and requesting. At Tribeca, we will likely add more niche color brands, natural brands and hair care.”

When asked what Bluemercury’s expansion plan looks like Barry’s answer came quickly.

“My strategy is the smile strategy, which is down the East Coast through the South, into Florida and Texas, and then we’re going to fill in California, in San Francisco and LA,” he said, adding that the Tribeca store is a particularly meaningful one for him.

“I actually have a personal connection to this building. When I graduated college and I first came to New York my best friend lived in this building, and now look at it! It’s the strangest thing!”