Business

Macy’s-owned beauty chain grows as other outlets struggle

Bluemercury isn’t afraid of competition — even between its own stores.

The Macy’s-owned beauty chain already operates 13 stores in New York City and the Hamptons, and is poised to hike that total to 19 by year’s end. That’s not counting five other New York stores in Roslyn, Manhasset, Bronxville, Rye and Woodbury Commons.

An industrywide slump has forced many chains, Macy’s included, to close hundreds of locations nationwide. Meanwhile, Bluemercury has been doubling down on growth — even within specific neighborhoods, with four stores on the Upper West Side alone.

“People are inherently social beings who need interaction and love to be connected to each other, which will drive an increased need for local neighborhood shopping,” predicts operating chief Barry Beck, who co-founded Bluemercury with his wife, CEO Marla Malcolm Beck.

“The smart retailers will realize that there is actually a need for more well-placed stores, not less,” Beck said.

The “secret sauce” to Bluemercury’s growth is its “anthropological approach,” he said.

Beck targets neighborhoods where his demographic of “educated, affluent” women live and work. Around 60 percent of his clientele ranges from 35 to 64 years of age.

“We seek to understand how people live their lives, what routes they take to the gym after work, their favorite coffee place, where they buy their groceries and more,” Beck said.

In April, Bluemercury will open a 2,165-square-foot store at 46 Main St. in Southampton, as well as a 1,532-square-foot store at 420 Lexington Ave. by Grand Central Terminal.

An additional 1,577-square-foot space will open at 104 Third Ave. in June, while a third store will open in a 1,725-square-foot location at 1044 First Ave. near Sutton Place in May.

In 2015, Macy’s acquired Bluemercury for $210 million.