By  on May 22, 2017
Valley Nails Upper East Side

Hudson Blvd. Group is rounding out its beauty services portfolio with the acquisition of Valley Nails, WWD has learned.The New York-based upscale nail salon, which operates three locations in Manhattan, is best known for its nail art services. In mid-June, a fourth location will open in Scarsdale, at the new BLVD concept salon which incorporates all the other beauty bars in HBG’s portfolio — DreamDry, Spruce & Bond and Pucker, each one focusing on a different beauty service.Terms of the deal were not disclosed.“When I opened DreamDry, Nina [Werman, founder of Valley] was one of the first people I reached out to [for] a partnership,” said Robin Moraetes, president of Hudson Blvd. Group. “I was so obsessed with the brand experience and how authentic it was.”Said Werman, “I was excited about the potential opportunity to have exactly what has happened here — a team infrastructure, shared resources to expand the brand not only in terms of location, but with service offerings, innovations and product development.”There will be three nail stations set up at BLVD in Scarsdale, with Valley’s signature gel and regular manicures on offer, as well a nail art menu and an appliqué bar for more intricate designs. “Nail art will continue to be center stage, along with the fact that we’re committed to really thorough nail care and manicures — we never want to sacrifice the quality of the nails for nail art,” said Werman.Moraetes noted that Valley will continue to be integrated into locations with other HBG portfolio brands.Building salons containing multiple brands will be a key focus for HBG going forward. “One of the reasons we acquired Valley is because of the nail art expertise,” said Moraetes. “All of our offerings are highly specialized and that’s really the differentiator. We’ve all gone to a hair salon that also has a manicurist — that’s not the same thing.”More From WWD:For Millennials, Sharing Is CaringLouis Vuitton to Unveil New Pop-up Format in MilanTexas: Beauty’s New Epicenter

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