Sylacauga, Alabama
ULTA Opens in August 2025
BIRMINGHAM, AL (August 6, 2025) – ULTA Beauty will open a new location at Payton Park Shopping Center in Sylacauga, Alabama this August, marking the beauty retailer’s continued expansion into smaller markets across the country. The store will occupy the former CATO space in the popular shopping destination.
The lease transaction was facilitated by Bill Read and Joe Strauss of Retail Specialists, who represented the landlord, Nelkin Real Estate Co., while Shelley Jordan Bell of Atlantic Retail represented ULTA Beauty in the deal.
“ULTA is an excellent retail brand to bring to the Sylacauga market and a great addition to the Payton Park Shopping Center,” said Joe Strauss, Vice President of Retail Specialists. “This represents exactly the type of quality tenant that enhances the shopping experience for local residents.”
The new Sylacauga location supports ULTA Beauty’s strategic initiative to expand into nontraditional smaller markets where there is untapped demand for prestige and specialty beauty products. The retailer is pursuing growth through small-format stores that offer a curated assortment of both prestige and mass-market beauty brands.
ULTA Beauty has developed three store prototypes for this smaller market expansion, ranging from 5,000 to 10,000 square feet, allowing the company to bring its comprehensive beauty offerings to communities that previously lacked access to such specialized retail options.
The Payton Park Shopping Center location will provide Sylacauga residents with access to ULTA Beauty’s extensive selection of cosmetics, skincare, fragrance, and hair care products from hundreds of brands, along with the retailer’s full-service salon offerings.
About Retail Specialists
Retail Specialists, LLC is the premier retail real estate services firm in the south. We are committed to long-term relationships in property management, retail representation, development, leasing, and brokerage. Founded in 2005, we’ve thrived through tough times and shine under pressure. A unique mix of experience, technology, and data have proven successful in a business we love.
