Sephora may join growing list of chains on Williamsburg's Bedford Avenue

Continuing the chain-ification of Bedford Avenue in Williamsburg, cosmetics giant Sephora is now in final stage negotiations to lease a space right next to Apple’s first store in Brooklyn, The Real Deal has learned.

The space Sephora scoped out is located at 241 Bedford Avenue and spans 21,000 square feet spread out over two floors and one level below ground. It’s highly unlikely that the chain will lease out the entire space, but a ground floor location seems more likely. The opening won’t take place anytime soon as the space will only become available later in the year—it is however located in a space owned by RedSky Capital and Waterbridge Capital, also the owners of Apple’s space.

None of the parties involved would comment on the negotiations, according to TRD, but if Sephora does decide to go ahead with the deal, it will be the chain’s second store in Brooklyn, after their massive Downtown Brooklyn store on Joralemon Street.

Williamsburg’s Whole Foods, also on Bedford Avenue, opened the same week as the Apple store, and the avenue today has become one of the defining symbols of gentrification in Brooklyn. There’s also an Equinox on the street, a Dunkin Donuts, a Starbucks, just off the avenue on North 7th Street, a Lululemon is in the works, and a Trader Joe’s has been rumored for several years.

• Sephora in talks for first Williamsburg store [TRD]
• Surveying Williamsburg’s Bedford Avenue, now approaching peak post-gentrification [Curbed]
• Apple Store, Whole Foods Will Both Debut In Williamsburg Next Week [Curbed]