Bluemercury Set to Open Location Inside Large Hoboken Storefront

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Bluemercury Opening 230 Washington Street Hoboken 2
Bluemercury will be opening in the old Hoboken Bar & Grill space at 230 Washington Street. Photo via Loopnet property listing.

A company that has been looking to open in the Mile Square City for years appears to have finally found its home and the new storefront’s footprint suggests big things are in store.


Washington D.C.-based Bluemercury has submitted plans to bring one of its stores to the retail space at 230 Washington Street. The spot has been vacant for a long stretch since the creatively named late-night spot Hoboken Bar & Grill closed its doors for good in 2018.

Bluemercury Opening 230 Washington Street Hoboken 1
The Bluemercury storefront plan via the Hoboken Historic Preservation Committee application.

Bluemercury, founded in 1999 by Marla and Barry Beck, is renowned for selling the “world’s most innovative beauty products in a truly unique shopping experience.” The company has started offering curbside pickup services since the COVID-19 pandemic, and some of the company’s locations feature extensive spa services.

It’s unclear if Bluemercury has a spa in mind for its Hoboken location, but the space they have secured spans over 5,400 square feet across two floors. While that type of real estate certainly gives them the potential to include a spa, the company has not responded to our request for clarification on the future store.

Local firm Nastasi Architects designed the space for Bluemercury, with signage work from Triangle Sign Services. Hoboken’s Historic Preservation Committee is scheduled to hear plans for the storefront’s exterior today during their August 30 meeting.

Bluemercury has had Hoboken in its crosshairs for years, initially planning to open inside a renovated building at 313 Washington Street. That deal ended up falling through and a Lululemon opened in their place during 2019.

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