Pink Gellac opens 10th store

Digital Native brandPink Gellac opens its 10th physical store

Once started as an online shop, Pink Gellac now boasts support from 10 of its own stores as of last month. On March 14th, we opened the new Pink Gellac Colour Boutique in Rotterdam.

From day one, the store on Lijnbaan has been one of our busiest. In our stores with the now familiar pink interior, customers can admire our range of over 250 gel polish colours, the latest collections, our lamps, and other accessories, but above all, they can find inspiration and expert advice from our passionate staff.

Pink Gellac believes in the combination of an online shop with brand stores in key locations. This allows us to offer our customers the best combination of an online business with a traditional store. We now have stores in Amsterdam, Antwerp, Bruges, Eindhoven, Groningen, The Mall of the Netherlands, Nijmegen, Utrecht, Wijnegem, and now also in Rotterdam. Additionally, we have a digital presence in 7 countries.

But we're not done yet. About half of women paint their nails at least once a month; 75 percent do it themselves. Of this group of 'home painters', only a quarter use gel polish. There is therefore enormous potential there. In every market we are active in, we see the category growing.

Market research also shows that Pink Gellac has a very positive image among users. As evidenced by the long queues at our new store in Rotterdam, the Pink Gellac brand has by far the highest awareness among Dutch women. We are also heading in that direction in other countries. Therefore, we continue to work on new stores and online shops in new markets; our ambition is great and knows no bounds.

Pink Gellac

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 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 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.