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.”
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion