Kat Von D prepares beauty concession rollout at Debenhams stores

11th April 2017

Celebrity tattoo artist Kat Von D is rolling out a nationwide presence in Debenhams stores for her cosmetics range, owned by Kendo, using a brand identity and retail concession format designed by Sheridan & Co.

The agency was briefed to assist with the brand’s international growth for Kat Von D Beauty. The concessions will be installed in 26 UK branches of Debenhams this year. It has already been installed in branches of Debenhams in London’s Oxford Street and in Dublin, and in Sephora Champs Elysees, Paris.

The beauty range has grown in popularity since its launch in 2008 and now includes an extensive range of expressive colour cosmetics, makeup tools and a fragrance.

Sheridan & Co has sought to reflect the values of the brand and its founder – who is still involved in tis development – in the identity and interiors. It has taken inspiration from Kat’s tattoo style, using traditional tattoo-style typography and an intricate palette of black, deep red and antique gold.

Details are based on gothic and baroque styling, and include oversized cathedral-style arches, glossy black lacquered tables and curved leg product tester displays. Gold-framed mirrors and photographs clad the walls, which feature bold red wallpaper with a skull pattern designed by Kat Von D.