By  on September 7, 2007

NEW YORK — Hair, face and body care brand Malin + Goetz plans to unveil in October a newly expanded version of its namesake store in Chelsea here.

Plans call for the current shop, a 200-square-foot space located at 177 Seventh Avenue, to be enlarged to 600 square feet and encompass space formerly used by Malin + Goetz's offices, distribution facility and warehouse. Those functions are in the process of being moved to a new, 2,300-square-foot space in the Garment District.

The brand, which was launched in early 2004, also plans to open a shop-in-shop at LFT Lifestyle Fashion Terminal, the 30,000-square-foot fashion emporium in Victory Park in downtown Dallas in November. And, the brand's founders, Matthew Malin and Andrew Goetz, are scouting spaces for the firm's second freestanding store, which is slated to be opened next year.

Amid Malin + Goetz's retail expansion plans, its founders anticipate growth within the firm's wholesale business. The brand is carried in more than 170 doors worldwide, including 20 Barneys New York flagships and Co-ops in the U.S., and the founders see Malin + Goetz expanding to Barneys locations in Boston, Seattle, San Francisco and Las Vegas.

All told, Malin + Goetz's expansion plans could double the brand's retail sales volume from $3 million now to $6 million by the end of 2008.

The brand's two biggest doors are its own Chelsea store and malinandgoetz.com, each of which accounts for 10 percent of the business.

The brand's founders like to refer to their store as a "modern apothecary." The front of the store has a white motif, while the back features exposed brick and darker decor.

The "white space," as Goetz says, will remain largely the same, with products merchandised by color-coded packaging. (Blue denotes face products, body products have green graphics and hair items feature red on the packaging.) The "dark space" at the rear of the store will feature case lines displaying products.

"It will give us more opportunity," Goetz said of the larger store, "to offer a better platform and to switch things around."

On the product front, Malin + Goetz launches about 10 products each year. After three years, the brand has 30 products and it expects to have 40 products by early 2008. New introductions this year are likely to include candles and acne products; the brand's face products account for 50 percent of the business. There are also plans to add fragrance to the brand's assortment.Internationally, Malin + Goetz is carried in the U.K., Italy, Australia, Norway, Singapore and South Korea. The brand also has a shop-in-shop at Fred Segal in Santa Monica, Calif.

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