Beauty brand Pixi is set to open its first branded store in the U.S. on Abbot Kinney Boulevard in Venice, California. Scheduled for January 20, brand Founder Petra Strand said the 1,655-foot store will include an interactive and experiential Glow Bar, as well as an event space for beauty events themed around empowering women. Future store activities include a Beauty Training Studio, SkinTreats Masterclasses, makeup applications, tutorials and an Influencer Studio to film content creation.
Petra said the timing is right for a fully-branded store in the U.S.
“Finally, we can offer the full Pixi experience in the U.S., which has previously only been available in the UK where we have built a worldwide following based on a unique in-store experience. Upon entering a Pixi store, you feel instantly brand immersed, by not only the surroundings of the brand’s signature style but also through our unique philosophy of creating connections with women. In our stores we don’t sell to women – we educate and guide. We listen to their needs and develop products that actually work and have a reason to be there.”
Petra played a key role in the store’s design, building on her UK store success.
“I have created and lived the brand for 18 years so the store is authentic Pixi. No consultants needed. The store has antique furniture and elements from my house and everything is handpicked or designed by me. I love doing these projects.”
To date, Pixi is sold exclusively in Target in the U.S. The store, located on 1308 Abbot Kinney Blvd., will operate from 11 a.m. to 7 p.m.