The Blue Lagoon’s retail operations were more or less closed at the beginning of 2021, but the company initially decided to temporarily shut down its store on Laugavegur.

Following the good experience of operating a so-called pop-up store in the Smáralind mall in Advent 2020, the Blue Lagoon decided to find new retail premises in an area that better served the domestic market. On 16 April 2021, the Blue Lagoon opened a magnificent store in Kringlan. Its design and framework is extremely successful and every detail skillfully executed.  The operation got off to a good start, since with the opening of the store in Kringlan, the level of service has greatly increased towards the domestic market, both in terms of the sale of skincare products and experiences.

The Blue Lagoon store at Keflavik Airport reopened on 20 May 2021 and the flagship store in the Blue Lagoon in June in tandem with the re-opening of the Blue Lagoon. The Blue Lagoon store on Laugavegur finally opened in mid-November after an 11-month closure.

Blue Lagoon’s retail operations performed well from the middle of the year. The increased visibility of the Blue Lagoon’s skincare products in experience areas had a positive effect on sales, as well as new products in the BL+ product line.

Blue Lagoon runs an online store in Iceland and during the year the focus was on promoting offers to the vastly increased number of members in the Blue Lagoon’s Friends Club and introducing them to product innovations in skincare products and experiences.