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.”
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)
Discovery is collaborating with British pop artist @philipcolbert on a new line of clothing and accessories called Discovery Shark. The collection, which will launch next summer for Shark Week’s 30th anniversary, features a whimsical line of women’s and men’s bomber jackets, sweatshirts, bags and more. #wwdfashion
“I’m always a big champion of a female rapper, and I’m glad to see a new voice that feels unique and authentic that’s coming up, and I think we’re going to see more great things from her,” said @itsjeremyscott about @iamcardib, who performed at @moschino’s Art Basel Miami Beach party last night. #wwdeye (📷: @lexieblacklock)
@janellemonae’s “What’s Your Frequency?” room in @refinery29's #29Rooms made its debut this week at the opening of the Los Angeles art exhibit. “It’s about the ongoing conversation around mass surveillance, the weaponization of technology and cultural uniformity. My space was created so that we can come together and talk about the complexities of our humanity,” said Monáe. #wwdeye (📷: @bucknerphoto)
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)