The Surprising Secret to Sephora's Digital Success is a Focus on Brick-and-Mortar

Sephora is one of the few brands whose retail prowess is equally matched by its digital savvy. Since LVMH acquired the company in 1997, it's grown to become the biggest beauty retailer in the world, now even gaining on hallowed luxury ground within its own company. LVMH has named Sephora its primary growth vehicle, with some analysts estimating that LVMH's Selective Retailing division (which includes Sephora) will overtake LVMH's luxury goods as its most lucrative business by 2018. That means it will outperform Marc Jacobs, Givenchy, Louis Vuitton, Celine, Fendi and Kenzo's sales combined.