Target has a hot new arrow in its bright red bull’s-eye: Ted Gibson.
The New York-based celebrity hairstylist will be expanding eight items from his Ted Gibson Beauty portfolio into the Minneapolis-based retailer’s hair care aisle this weekend. In an interview, Gibson, who recently styled Debra Messing’s hair for the Golden Globe Awards and charges $950 a haircut, said the opportunity to sell his wares in 700 Target doors is a business coup.
This story first appeared in the January 16, 2009 issue of WWD. Subscribe Today.
“My customer is black, white and Asian. She is 25 to 55 years old. She travels. She shops. She lives in cities [all over the country]. This will give her the opportunity to buy [Ted Gibson] where she goes and shops all the time,” he said.
Products will ship directly to the retailer. It has been reported in WWD that other luxury hair care lines, such as Frédéric Fekkai, are received by the retailer via overseas distributors and sold without manufacturer consent.
Gibson acknowledged that the Target deal may hamper his current distribution partnership with prestige and specialty retailers, including Henri Bendel, Saks Fifth Avenue and Sephora, which industry sources estimated to be a $5 million to $8 million business.
“As a brand, we are growing leaps and bounds and to have this opportunity to partner with Target” is something he could not pass up, Gibson said.
“[The specialty stores] have been great. They have put me on the map. They believed in my two [initial] products three years ago. I am grateful for the relationships. But to grow, I went to Target. I want to be a household name” and only to be in one channel of distribution, that couldn’t be realized.
“That’s the future of the business,” he said.
Gibson’s product range includes his daily shampoo and conditioner, Daily Cleanse and Daily Nourish; a shampoo and conditioner for color treated hair, Clarity Color, and three style items from the It series: Build It Blowdrying Agent, Fix It Gel and Tame It Shine Lotion — which are formulated with his Merlot Complex for shine and movement — and Beautiful Hold hair spray. His other items, including the iconic Hairsheet, is now sold at target.com. Prices for Gibson’s items range from $22.99 to $24.99.
A spokesperson for Target confirmed the distribution deal, adding that, in May, Target doors will feature a photo and bio of the hairstylist along with his items, in line with Target’s other indie designers’ deals.