The newest high-end addition to the West End shopping scene is ready for its close-up.
Blue Mercury, a Washington-D.C.-based makeup and skincare retailer, opens today at 5011 Huguenot Road in the River Road Shopping Center II. The company has leased a 2,220-square-foot storefront.
The Richmond location is the chain’s 116th store since Barry and Marla Malcom Beck launched the business in 1999 and its eighth in Virginia. They sold Blue Mercury to Macy’s in 2015.
Barry Beck said the West End’s prosperity attracted him to River Road.
“It’s the best neighborhood close to where affluent clients live,” he said. “It’s a busy, high-density neighborhood.”
Barry said the West End has the right mix of customers for a business that trades in hair-texturizing spray, exfoliators, and blush.
“It’s very chic, super upscale, highly educated and affluent,” he said. “The market is way high-end.”
The market may eventually see more Blue Mercury around town.
“We could envision opening two to three stores in Richmond,” Barry said.
River Road Shopping Center has at least two other new arrivals in the works, with Orvis and Yves Delorme leaving local malls in favor of the retail strip.