Online fashion retailer Zalando SE is opening its first brick-and-mortar beauty store in Berlin's Mitte district on July 28, Reuters reported July 26.

The company is seeking to build its reputation in the beauty space via its physical store by arranging make-up masterclasses and exclusive product launches.

The store will also offer express manicures, skin-care consultations and makeovers, according to the report.

Claudia Reth, director of beauty at Zalando told Reuters that the company is still "at the very beginning with beauty."

"We are a fashion expert and we have to build up a reputation to become a beauty expert," Reth said.

The Berlin-based retailer sells about 140 beauty brands online.

Zalando started selling branded beauty products online in Germany in March, the news outlet reported.