Only nine months into the job as CEO of Ulta and Mary Dillon has continued to propel the specialty retailer on its path of double-digit growth.

Meanwhile, a long-term strategy to be revealed this fall is being devised to keep the company on a forward trajectory. Top priorities now are to elevate the in-store experience, foster a seamless omni-channel operation and simply make Ulta more widely known. “We are investing in brand awareness to drive new customer acquisition,” said Mary.

Ulta will also test a smaller format, with two 5,000 sq. ft. units to open later this year. At about half the size of a standard Ulta, the stores will contain the same prestige and mass departments and salon services, only more limited.

Sales for the fourth quarter ended February 2, 2014, rose 14.4% to $868.2 million from $758.8 million in 2013. Net income increased 9.5% to $70.7 million compared to $64.5 million in fourth quarter of fiscal 2012. Comp sales including ecommerce climbed 9.2% due to higher spending.

Separately, ecommerce jumped 82.5%. Mobile now accounts for 25% of ecommerce sales and “is growing,” said David Kimbell, the company’s new Chief Marketing Officer. As a result, Ulta is looking at ways to enhance the mobile shopping experience. “We are just kind of scratching the surface on this,” he added.

For the year, Ulta posted revenues of $2.67 billion, up 20.3%, with comp sales up 7.9%. Net income grew 17.6% to $202.8 million.

The addition of 25 new brands in 2013 helped drive growth. Perricone, Meaningful Beauty, Jane Cosmetics, Philosophy and Mally Cosmetics were among the highlights, along with the expansion of Lancôme and Clinique counters into more than 100 stores, respectively.

For holiday, prestige skin care and cosmetics drove the business. Fragrance and nail were soft, in line with industry trends, noted Mary. Although Our Moment from boy band One Direction was a notable bright spot. So far in 2014 the lip category has been a standout.

In the fourth quarter the company opened 11 new stores for a total 675 in 46 states, as it marches towards a goal of 1,200. This year it intends to add another 100 stores for a 15% increase in square footage.

For 2014 Ulta is projecting comp store sales growth of 4% to 6%, including ecommerce. Total revenue is expected to climb in the mid teens, along with earnings per share growth in the mid teens.