Sheglam, the cosmetics brand established in 2019, has announced an ambitious expansion strategy in Italy that will significantly increase its physical retail presence and broaden its product offerings in the coming years.
The company plans to establish 1,350 retail points across Italy by the end of 2024, with further growth targeting over 2,000 locations by 2027. Accompanying this retail expansion is a substantial increase in its product portfolio, which will grow from 60 to 167 references, allowing the brand to offer consumers a more comprehensive range of beauty solutions.
Strategic Growth in a Key European Market
Italy represents a strategically important market for Sheglam’s European operations. The brand’s decision to significantly scale its presence in the country reflects confidence in consumer demand and market opportunity. According to Sylvia Fu, “Italy is one of the most dynamic and influential beauty markets in the world, with consumers eager to express their individuality through beauty. After the excellent response at launch, we are excited to further strengthen our presence in the country.”
The expansion strategy indicates that Sheglam’s initial market entry in Italy has performed well, providing the foundation for this accelerated growth phase. The tripling of retail locations between now and 2027 demonstrates the company’s commitment to building a substantial physical footprint alongside its established digital channels.
Balancing Online and Offline Presence
The expansion comes at a time when many beauty brands are carefully calibrating their omnichannel strategies. Sheglam appears to be leveraging its strong online following and existing global distribution network to support its retail growth in Italy. This approach allows the company to capitalize on brand awareness built through digital channels while establishing tangible consumer touchpoints through physical stores.
The increase in product references from 60 to 167 suggests the company is responding to Italian consumer preferences and expanding beyond its core offerings. This product diversification strategy typically accompanies retail expansion, as broader assortments justify increased shelf space and store locations.
European Market Context
The move reflects broader trends within the European beauty and cosmetics sector, where emerging brands continue to challenge established players through targeted geographic expansion and direct-to-consumer strategies. Italy’s beauty market remains one of Europe’s most competitive and influential, with strong consumer engagement in makeup and personal care categories.
Sheglam’s expansion strategy underscores the ongoing vitality of the European startup ecosystem in consumer goods, particularly within the beauty sector where digital-native brands have demonstrated strong capacity for scaling across multiple markets. The company’s commitment to physical retail expansion in Italy signals confidence in the durability of brick-and-mortar presence within the broader omnichannel landscape that now defines modern retail.