Crafting the Future of Beauty Retail

Introduction

When Space NK set out to evolve its retail concept for a new era of beauty shopping, SheridanCX partnered with their marketing and in-store teams to bring that vision to life. The result was a modular, storytelling-driven environment that honours Space NK’s heritage while opening new pathways for discovery across colour cosmetics, fragrance, and services.

At SheridanCX, every retail concept begins with a story, one that shapes the customer journey from first impression to final purchase. This philosophy guided every stage of the Space NK project, ensuring that design innovation always served the end goal: deeper engagement, stronger connections, and measurable commercial success.

Building on Heritage While Expanding Horizons

Space NK has long been synonymous with curated skincare. Our role was to respect that heritage while integrating new categories: colour cosmetics, fragrance, and services, into the store environment. The goal was not only to diversify the offer but to create a richer, more layered customer journey.

Designing for Omnichannel Success

From the outset, we examined how the evolving e-commerce experience could integrate seamlessly with physical retail. This meant creating stores that not only excelled in person but also acted as acquisition engines for the brand’s online community. This principle informed everything from the layout and category adjacencies to the inclusion of services, community areas, and live-stream-ready spaces.

From Theory to Battersea and Beyond

The project began as a theoretical, modular retail identity, a design system that could flex to any location while retaining brand integrity. The first real-world application came in the Battersea Power Station store, where we proved the adaptability, scalability, and commercial potential of the concept.

Andy Lightfoot, CEO, Space NK, reflects the impact:

“Our new store at Battersea Power Station will be our biggest yet at 2,100 sq ft... the space is unique in our portfolio, featuring numerous experiential zones encouraging customers to dwell and discover the world’s best beauty brands in a manner that suits them.”

https://www.voguebusiness.com/story/beauty/how-space-nk-is-growing-in-a-crowded-beauty-market

Emma Simpson-Scott, CMO, Space NK, elaborates:

“We have evolved our current retail concept for today’s landscape with our customer at the heart of an innovative design and experience… It is a truly sensorial experience where customers can rely on receiving unbiased advice from our expert beauty advisors…”

https://cewuk.co.uk/space-nk-unveils-a-new-concept-store-in-londons-battersea-power-station/

The concept’s success at Battersea led to rapid rollout across multiple locations, each enhanced for local context while staying true to the core design principles.

The SheridanCX Perspective

Reflecting on the collaboration, Freddie Sheridan, CEO at SheridanCX, says:

“This partnership with Space NK exemplifies SheridanCX’s approach: reimagining retail identity through storytelling, modular design, and customer empathy. The concept fuses heritage, innovation, and performance to deliver results both emotionally and commercially.”

Results That Speak Volumes

Since the rollout, Space NK has expanded its active customer base and strengthened its position in an increasingly competitive beauty retail landscape. The modular concept has proven its value in driving footfall, enhancing dwell time, and increasing the lifetime value of omnichannel customers. The adaptability of the design means it can scale from intimate neighbourhood stores to large-format flagships, an approach that ensures long-term relevance and ROI.