From the first time discount chains and drugstores began tinkering with exclusive lines about a decade ago, national brand manufacturers were wary.
After all, retailers often clip space from national brands — backed by multimillion dollar advertising campaigns — to make room for their exclusive offerings, which are either plucked from Europe or created in partnership with a small manufacturer. In either case, the enterprising efforts require a strong partnership and a hefty investment from the retailer. If they don't work, the retailer will feel the pinch. But for every failed attempt — namely Walgreens' exclusive cosmetics line IsaDora — there is a new entry. Case in point: Last week CVS unveiled 24.7 Skincare, a five-item antiaging line, in its newly opened midtown Manhattan store.
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