Oct 23, 2023
Updated
Apr 16, 2025
written by
Freddie Sheridan
With over 15 years in the retail design industry, Freddie has a passion for transforming brand narratives into immersive physical spaces.
SCALING LUXURY SALON RETAIL WITHOUT LOSING CRAFTSMANSHIP
SheridanCX worked with Victoria Beckham Beauty to create a premium, scalable retail identity for Selfridges, Samaritaine, and select Neiman Marcus locations. The design fused residential-level materials and finishes with practical retail considerations, translating Victoria Beckham’s uncompromising attention to detail into a globally deployable format.
OVERVIEW
When Victoria Beckham Beauty was preparing to re-launch its beauty offering, the brand had premium retail opportunities in some of the world’s most iconic locations: Selfridges in London, Le Samaritaine in Paris, and select Neiman Marcus stores across North America. The challenge was to create a scalable luxury retail concept that could adapt seamlessly to diverse spaces while reflecting Victoria Beckham’s uncompromising attention to detail and commitment to quality.
DESIGN CONCEPT AND MATERIALITY
The concept featured super-clean lines, minimalist detailing, and a precise blend of rare marble and refined wood finishes. While these materials set a high bar for luxury aesthetics, we adapted each element to function in a retail setting without compromising durability or usability.
DELIVERING LUXURY WITHIN COMMERCIAL REALITIES
We delivered this high-reaching luxury aesthetic within a cost framework that supported profitability in every location. This required careful cost engineering, without sacrificing design integrity, to allow a global rollout that stayed true to the brand’s vision.
"Scaling luxury design is about preserving the smallest details at the largest scale."
- Freddie Sheridan
GLOBAL EXECUTION AND PROJECT MANAGEMENT
With store concepts executed across London, Paris, and North America, SheridanCX leveraged its international network to coordinate manufacturing and installation. Our services included retail identity development, concept management, design development, project management, manufacture, and installation.
IMPACT
The result is a scalable, luxury retail concept that captures Victoria Beckham Beauty’s DNA and can adapt to prestigious department stores worldwide. Each space reflects the brand’s understated elegance and obsession with detail, while functioning as a high-performing retail environment.
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