Macy’s Buys Beauty & Spa Company Bluemercury For $210M

Just a month after Macy’s announced it would implement a restructuring plan by closing 14 stores and focusing on online sales, the department store says it has inked a deal to purchase a spa and beauty chain.

The New York Times DealBook reports that Macy’s, which also owns Bloomingdale’s, agreed to buy beauty and spa chain Bluemercury for $210 million in an effort to broaden its customer base.

Bluemercury currently runs 60 stores in 18 states and operates an e-commerce business.

Officials with Macy’s say they plan to bring some Bluemercury boutiques and products to department store locations.

“Beauty is a core signature business for Macy’s and Bloomingdale’s and a continued platform for our company’s profitable sales growth,” Terry J. Lundgren, Macy’s chief executive, said in a statement. “With Bluemercury, our company can access a new channel to reach additional customers, add new dimensions to our product offering and apply our expertise in omnichannel retailing.”

While Macy’s already offers a variety of cosmetic and beauty products, the addition of Bluemercury to stores will provide customers with a choice of more high-end items.

In addition to beauty products, Bluemercury offer services like facials, massages, and waxing. However, officials with Macy’s say they haven’t decided if spa service will be offered in stores.

“Spa services are integral to Bluemercury’s specialty stores, which are the top growth priority to start,” Lundgren said. “We then will start looking at what might make sense for Macy’s stores.”

Macy’s to Buy Bluemercury Spa and Beauty Chain [The New York Times DealBook]