British brand Elemis is opening new spas, expanding its retail base and launching a range of products to raise its profile in the U.S.
"We'd like to be a major player in the U.S. spa market with our full-concept store approach, opening new spas and developing our online business," said Sean Harrington, managing director of Elemis. "We'd like to make our product more readily available throughout the U.S. on a nationwide basis."
The 18-year-old spa brand is sold in 1,000 spas and 50 department stores worldwide, including Harvey Nichols and John Lewis in the U.K. and Nordstrom and Bergdorf Goodman in the U.S. The products are also available through the company's Web site, timetospa.com.
The company entered the U.S. market five years ago and now has more than 100 U.S. spas, including ones at the Mohegan Sun Resort in Connecticut and Loews Miami Beach Hotel, and a freestanding day spa in the Village at Merrick Park shopping mall in Coral Gables, Fla.
The product line is sold at about 100 day and resort spas, 26 Nordstrom stores and, as of last month, a 150-square-foot Bergdorf Goodman counter. By the end of the year, Elemis will be available in 40 Nordstrom doors. According to Harrington, Elemis was the number-three brand for advanced skin care at Nordstrom last year.
"We're number one in spa business retail and treatment service sales," said Harrington, adding that Elemis has been a dominant brand in the spa industry for about four years.
By the end of this year, Elemis plans to double its spa and department store doors in the U.S.
"We're taking the model that was successful in the U.K. and mirroring it in the U.S. market, as we evolve the concept designed for retail," said Harrington.
Set to make its debut in August, Elemis' new design features a "spa bar," "skin lab" and "spa pod" treatment room next to counter space. Harrington described the "spa bar" as an interactive place where monitors offer consumers guidance about the company's product line, which is divided into eight palettes by lifestyle based on such variables as distress, travel, pregnancy and daily skin care.
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