Pink Gellac

Pink Gellac x De Bijenkorf

Pink Gellac Opens Pop-up Colour Boutique at De Bijenkorf Den Haag

Gel nail polish brand Pink Gellac opened a pop-up colour boutique on January 2nd for a period of six months at the The Hague branch of the department store De Bijenkorf. “The collaboration with De Bijenkorf in The Hague is a great opportunity to physically introduce new customers to the Pink Gellac brand. We see this pop-up as the ideal platform to bring the Pink Gellac experience to life in a beautiful Bijenkorf store,” says Thera Strietman.

The 35m2 pop-up boutique is designed in the style of the colour boutiques, complete with the famous pink interior, the expertise of the Pink Gellac staff, and the availability of a large part of the assortment.

Kirsten de Ruiter, retail manager at Pink Gellac: “De Bijenkorf has purchased almost 170 out of the 250 colours from the assortment; allcolours and flavors are represented. In addition, there are four starter sets and a basic assortment of nail care and tools available. The Pink Gellac nail experts provide customers with professional advice based on personal preferences and share tips & tricks. Keep an eye on Pink Gellac's social media channels for news and updates about the pop-up boutique."

Building on its online success, Pink Gellac has opened brand boutiques in the shopping streets of Utrecht, The Mall of the Netherlands, Eindhoven, Nijmegen, Amsterdam, and Groningen over the past two years. Three stores have also been opened in Belgium. The concept of a webshop and its own stores works excellently for the brand.

About Pink Gellac

Pink Gellac's mission is to bring salon-quality gel nail polish to consumers at home. Since its establishment in 2013, 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 nail polish colors, with a new collection of 5 colors 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 10 brand stores, including in Amsterdam, Antwerp, Bruges, Groningen, The Mall of the Netherlands, Rotterdam, and Utrecht. 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 strength of the Pink Gellac community –
a community that grows day by day, becoming more international, and now boasting nearly half a million followers.

Since 2021, Pink Gellac has been under the ownership of the investor Vendis Capital.