WWD.com/beauty-industry-news/beauty-features/guerlain-opens-first-u-s-freestanding-store-474145/
government-trade
government-trade

Guerlain Opens First U.S. Freestanding Store

Guerlain has opened a boutique at the Waldorf-Astoria in advance of the spa it is constructing at the hotel.

Guerlain has opened a boutique at the Waldorf-Astoria in advance of the spa it is constructing at the hotel.

The boutique, adjacent to the historic clock located on the ground floor of the venerable Manhattan hotel, is selling the Guerlain skin care, fragrance and makeup collections, and is taking advance registrations for the brand’s first Guerlain Spa, being constructed on the hotel’s 19th floor. The spa, a collaboration between the Waldorf-Astoria Collection, the LVMH Moët Hennessy Louis Vuitton-owned Guerlain and global spa operator Spa Chakra Inc., is expected to open early next year.

“Guerlain and the Waldorf-Astoria are both leaders in the luxury market and share values of excellence and service,” said Linda Maiocco, vice president of marketing for Guerlain, of the boutique, which had a soft opening earlier this week. “This partnership, in addition to Guerlain’s retailer exposure in specialty doors, provides excellent brand exposure and a great presence for Guerlain in the U.S.”

“The Guerlain boutique is the first phase of what we envision as the blending of exceptional luxury spa experiences and incomparable hotel accommodations committed to guest engagement, exploration and discovery,” added Eric Long, general manager of the Waldorf-Astoria.

While Maiocco declined to discuss sales projections, industry sources estimated the boutique would generate retail sales of more than $1 million in its first year of operation.

Maiocco said additional Guerlain boutiques are set to open next year. “We are definitely planning to expand the number of Guerlain boutiques in the U.S. in 2008,” she said, noting that future Guerlain Spas and Guerlain boutiques are planned for newly built Waldorf-Astoria Collection hotels in gateway cities globally. “To maintain Guerlain’s exclusivity, the decision to open new boutiques will remain very selective. We are currently finalizing a plan to open one additional boutique in spring 2008.”