NEW YORK — E.l.f. Cosmetics has opened its second freestanding store with a company goal of as many as five brick-and-mortar units by the end of this year.
The 700-square-foot store is located on Fulton Street near the corner of Nassau Street here. “This whole area is going to get really busy soon with office workers and tourists,” said Joey Shamah, the founder of E.l.f., describing the blocks surrounding One World Trade Center. The store had a soft opening on March 15 with plans for a grand unveiling within the next few weeks. Industry sources expect first-year sales to be $1.1 million.
Experts agreed it is a market to watch with Cushman & Wakefield reporting last year that lower Manhattan retail sales are expected to grow by 14.3 percent to $2.4 billion in the next five years.
“We wanted to open another store because the first one, which served as a test, is doing well,” said Shamah, who added that he is eyeing other New York locales. Learnings from the first store on Broadway near Eighth Street encouraged the company to move hot categories, such as lip, near the entrance.
With a smaller footprint than the original store, E.l.f. designed gondolas that could be placed on angles or freestanding to create the sense of a “floating” display.
While there are trained beauty consultants on staff, Shamah said most women in the store prefer self service. There’s also LED lighting on all fixtures to help consumers see the colors of the 550 stockkeeping units.
With premium brands setting up shops, Shamah saw an opportunity for “mass brands” to tell their story. Although the brand began on the Web, Shamah said there’s huge demand for the in-store experience, allowing consumers to touch and play with products.
In addition to the freestanding stores, E.l.f. is expanding its reach into supermarkets while also securing wall space in Target. Other major retailers selling E.l.f. include Walgreens and Wal-Mart.
Industry observers said E.l.f. has great potential to grow in traditional retail, while perhaps bringing its store format to suburban markets.
“Rich or poor, good times or bad, cosmetics are eternal purchases, particularly when they provide quality with value as E.l.f. does,” said Faith Hope Consolo, chairman of The Retail Group at Douglas Elliman Real Estate. “E.l.f. is of course a mainstay of drugstores, and it’s terrific that they are now expanding to fully present their line.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast