Pink Gellac Continues International Expansion with Opening of Brand Store in Paris

Gel polish brand further implements omnichannel approach with a combination of webstore and physical stores

HILVERSUM-PARIS, 6 June 2024 – Pink Gellac, which has grown from a start-up to one of the leading providers of gel polish in Europe within ten years, opened the doors of its first brand store in France on 6 June. The store on the prestigious Rue de Rivoli in Paris, nestled between the Champs-Elysées and the vibrant Le Marais, marks Pink Gellac's progress and ambition to become the leading provider of gel polish in Europe.

“We are extremely proud to spread our wings to the French market, the cradle of some iconic beauty brands,” says Thera Strietman, CEO of Pink Gellac. “We are doing this naturally with a web store that is specially tailored to the desires, preferences, and colours of the French consumer, but also with an inspiring brand store in one of the most beautiful shopping locations in Paris.”

Successful Omnichannel Strategy

With the new Colour Boutique in Paris, Pink Gellac now has eleven brand stores under its wing. All of the brand's stores are located in the most beautiful shopping streets in the Netherlands, Belgium, and now also France. The first store was opened in the Netherlands in 2021, followed by the first opening in Belgium a year later, and 2024 marks the advance into France. With the Colour Boutique in Paris, the number of store visitors – currently 1.5 million per year – will undoubtedly grow rapidly. In March this year, Pink Gellac opened a store on the Rotterdam Lijnbaan. Additionally, the doors of Pink Gellac Maastricht will open before the end of the month.

Pink Gellac believes in an omnichannel strategy where physical stores and the web store reinforce each other. In the Colour Boutiques, customers not only come to buy Pink Gellac products; they experience the complete brand. They find inspiration, get acquainted with the latest collections, can see all more than 250 colours in person, and can get advice.

Through the web store, consumers can, of course, comfortably place their orders, which are then delivered to their homes in no time, but they also find tips and inspiration, including through user-generated content. With the web store, Pink Gellac now reaches consumers in seven European countries and the United States. On Trustpilot, Pink Gellac has a Trustscore of 4.6 based on nearly 30,000 reviews. In various online communities, the brand has 800,000 followers who share experiences, creations, and inspiration.

Market in Motion

“The market for gel polish is relatively new and quite dynamic,” says Strietman. “People want to look well-groomed, and that includes polished nails that stay beautiful for 14 days. It is often mistakenly thought that applying gel polish is difficult, but we show our customers that this is not the case. We do this online, for example, with tutorials, and in the Colour Boutiques, customers can experience it themselves. Once they are convinced, these customers continue to use gel polish. There is enormous potential here.”