20 June 24

Pink Gellac opens Colour Boutique in Maastricht

International allure fits our ambition to become the leading provider of gel polish in Europe

MAASTRICHT, June 19, 2024 - Pink Gellac, a leading provider of gel polish in Europe, has opened the doors of its brand store in Maastricht today. With this store just a stone's thrown from Vrijthof, Pink Gellac aims to attract the international audience that comes shopping in the center of the Limburg capital.

"We have had a store in Maastricht on our wish list for a long time, and we are very pleased to now have a beautiful store in a prime locations," says Thera Strietman, CEO of Pink Gellac. "Maastricht is a city of international allure, with visitors from Germany, Belgium, Luxembourg, and all parts of the Netherlands. We want to inspire them with our brand store. In addition, we have often received requests from fans in Limburg over the past few years about when we would open a Colour Boutique in their province. I am very happy that we can now answer that question positively."

Grote Straat

Main Shopping street of Maastricht

The Pink Gellac Colour Boutique is located at Grote Straat 40, the main shopping street of Maastricht. The store is close to the notable Vrijthof and around the corner from the Bijenkorf. With its strikingly wide facade, the pink brand store will be hard to miss for shoppers.

To add extra colour to the store opening, the first 50 visitors during the Grand Opening on June 19 and 20 can expect a Pink Gellac goodie bag. All customers who spend more than 30 euros on these two days can try their luck by spinning the Pink Gellac Wheel of Fortune to win beautiful prizes.

Stores in the Netherlands, Belgium, and France

With the new Colour Boutique in Maastricht, Pink Gellac now has twelve brand stores in the most beautiful shopping streets of the Netherlands, Belgium, and France. The first store was opened in the Netherlands in 2021, followed by the first opening in Belgium a year later, and earlier this month, Pink Gellac opened a Colour Boutique on the prestigious Rue de Rivoli in Paris, nestled between the Champs-Elysées and the vibrant le Marais. The openings in the French and Limburg capitals mark Pink Gellac's progress and ambition to become the leading provider of gel polish in Europe.

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

800,000 Followers

Through the web store, consumers can place their orders at their convenience, which are then delivered to their homes in no time, but they also find tips and inspirations, thanks in part to user-generated content. With the web store, Pink Gellac now reaches consumers in six European countries and the United States. On Trustpilot, Pink Gellac has a Trustcore of 4.6 based on over 30,000 reviews. In various online communities, the brand has 800,000 followers who exchange experiences, share their creations, and find inspiration.

“The market for gel polish is relatively new and quite dynamic,” says Strietman. “Our customers want to look well-groomed, and that includes beautifully cared-for nails. It is often mistakenly thought that applying gel polish is difficult, but we show that this is not the case; moreover, it is a great advantage that our gel polish stays beautiful for fourteen days. We inspire our customers online with tutorials, and in the Colour Boutiques, customers can experience for themselves how user-friendly gel polish is. The loyalty of our users proves that our product lives up to its promise.”

About Pink Gellac

Pink Gellac's mission is to bring salon-quality gel polish to consumers at home. Since its establishment in 2023, the company has become one of the leading premium nail care brands in Europe, thanks to several strong pillars. The Pink Gellac collection comprises over 250 gel polish colours, with a new collection of 5 colours launching every month.

Operating with a digital-first strategy, the Dutch company's products are now available in 6 European countries and the United States. To support its online presence, Pink Gellac has established 12 brand stores, inlcuding in Amsterdam, Antwerp, Bruges, Eindhoven, Groningen, The Mall of the Netherlands, Paris, Rotterdam, Utrecht and Wijnegem, and now also in Maastricht. These Pink Gellac Colour Boutiques offer customers inspiration, advice, and the complete brand experience.

In 2023, the company's revenue increased by 60 percent, and with 800.000 orders annually, it has become a serious player. Despite the rapid growth, Pink Gellac's initial spirit remains unchanged: the company stands among the users of the gel polish, who determine the end result themselves and remain central to everything they do. The brand thrives on the strenght of the Pink Gellac community - a community that grows day by day, becoming more international, and now boasting nearly half a million followers

Pink Gellac has been owned by investor Vendis Capital since 2021.