Pinrose was an early player in the fragrance space online — and like all the direct-to-consumer brands that have come before it, has realized that a retail presence is essential to scaling up.But even more powerful, Pinrose cofounders Erika Shumate and Christine Luby soon learned, is an in-store experience that welds key elements of the dotcom experience they built at pinrose.com. This largely includes personalization via an online quiz used to determine a customer’s fragrance personality so the brand can best suggest scents they will like.A pilot program with Sephora last spring revealed that 10 stores with iPads containing a version of this quiz yielded more sales — twice as many as the doors without corresponding Pinrose iPads.“What we found was the number of quizzes taken always correlated to more sales....We’re trying to…really innovate in helping the customer find the fragrance that she will like,” Shumate said.In 2014, Pinrose was among the first to introduce a fragrance brand that lived solely online, joining Commodity Goods which came a year prior. Shumate and Luby’s point of differentiation was clear: they wanted to target Millennials with kitschy names, an online quiz and a $55 price tag — not compete in the increasingly crowded artisanal fragrance space.The eau de parfums, which have names like “Garden Gangster,” “Pillowtalk Poet” and “Cuddle Punk,” initially launched at pinrose.com, and within a year were picked up by Nordstrom. It was an ambitious partnership for a one-year-old e-commerce brand, with the retailer immediately putting Pinrose in every single one of its doors. Today, Pinrose still has a presence at Nordstrom, but Shumate and Luby realized that more meaningful sales were coming from Sephora, which they entered in 2016.The brand is now sold at 50 Sephora doors and will roll out to another 150 to 180 in September. The brand just entered Sephora in Canada and is looking at retail opportunities in Europe and Korea for later this year. The brand is on track to do $5 million in sales this year, including increased distribution.“Our site is always going to be the main brand hub for Pinrose. The average time on site is 10 minutes…[with] people coming to learn about the world of Pinrose and engage with the brand,” Shumate said. “When we look at 2017 in terms of growth, our key focus is to grow with Sephora. It’s where our customer is.”But to scale in retail meant Pinrose had to quickly learn the nuances involved with selling a brand online and in-store.This started with packaging, according to Luby. She said adapting the brand for brick and mortar meant creating more visually driven product, because in store, the bottle is the selling point. Previously, a more “utilitarian” bottle (comparable to fragrances of the drugstore variety) came in beautiful secondary packaging to give the consumer an elevated “unboxing” experience when they received their package in the mail.Starting next month, all Pinrose scents carried at Sephora will come in brightly colored, faceted glass bottles – perfectly timed to the rollout of two new scents exclusive to the retailer. Sun Saint and Lil’ Dipper will hit Sephora.com on April 4 and stores on April 28. Fragrances are also increasing from 30-ml. to 50-ml. sizes and will see a $10 price bump to $65.
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