Glossier is a new approach to beauty that makes intuitive, uncomplicated products designed to live with their customers.


When Glossier, a digitally native, high-end cosmetics company, wanted to expand to DC, they came to Dochter & Alexander for help. Glossier was looking for a small-format retail location in a strong regional trade area, but also a neighborhood with character and cachet—they needed a partner with both business acumen and an eye for cool.


Through a highly confidential exploration process, Dochter & Alexander helped Glossier decide on Georgetown. Dochter & Alexander evaluated a variety of opportunities and took advantage of market conditions to secure a very attractive deal structure for a 9,000-square foot retail space on M Street, a bustling, fashionable commercial street that typically has a high barrier to entry.


With Dochter & Alexander’s help, Glossier was able to open their fifth store in a very appealing neighborhood with a significantly below-market lease. The highly Instagrammable location garnered a lot of media attention and stands alongside flagship stores in New York, Miami, and London.