Ulta’s $400M Times Square Gambit

Ulta Beauty is betting big on Times Square, locking in a $400 million, 15-year lease for four floors—including that iconic LED sign—after American Eagle vacates. The beauty giant’s new “experiential” flagship aims to turn shopping into an event, leveraging the area’s insane foot traffic (222K/month) and the building’s storied past as a Howard Johnson’s hotel. With experiential retail booming and Times Square’s retail scene rebounding, this move signals Ulta’s ambition to become a destination—not just a store. Support the show:Get a discount at https://solipillow.com/discount/dnn. Advertise on DNN:[email protected] This is an automated, high-level news summary based on public reporting.Report issues to [email protected]. View sources & latest updates:https://sources.thednn.ai/b06ba23b26a84ca0