Nordstrom is aiming to add to its already robust hair business by testing salon brand Aveda in 16 of its doors, starting in November.
This story first appeared in the October 12, 2012 issue of WWD. Subscribe Today.
“Hair care has been a part of our mix as we’ve always wanted to explore the total look — but right now hair care is a category that does extremely well for us, and it’s still growing,” said Laurie Black, general merchandise manager and executive vice president for cosmetics at Nordstrom Inc.
This marks Aveda’s first entry into department and specialty store distribution, following sister brand Bumble and bumble’s move to do the same several years ago. Bumble is now sold in Sephora, Bloomingdale’s and other retailers, in addition to salons. It is unknown if Aveda will choose to expand its department store and specialty store distribution to additional retailers.
Nordstrom currently carries a range of shampoos, conditioners and styling products, including Frédéric Fekkai, Kiehl’s, Oscar Blandi, L’Occitane, Philip B., Phyto and Living Proof. The retailer also carries hair tools and hair accessories.
The Nordstrom doors installing the “Experience Centers” are located at Chandler Fashion Center in Chandler, Ariz.; Arden Fair Mall in Sacramento, Calif.; Irvine Spectrum Center in Irvine, Calif.; Cherry Creek Shopping Center in Denver; The Village of Merrick Park in Coral Gables, Fla.; Montgomery Mall in Bethesda, Md.; Northshore Mall in Peabody, Mass.; West County Center in St. Louis; Fashion Show Mall in Las Vegas; Providence Place in Providence, R.I.; North East Mall in Hurst, Tex.; NorthPark Center in Dallas; Tacoma Mall in Tacoma, Wash.; Alderwood Mall in Lynnwood, Wash., and Dulles Town Center in Dulles, Va. “We wanted to test this in a diverse group of stores,” said Black. “If it’s a good fit — and we hope it will be — we will consider moving it into other stores.” Black said the length of the testing period has not yet been defined and added that the Aveda space in each door would be tailored to its store size and market.
Neither Nordstrom nor Aveda would discuss sales projections, although industry sources estimated that the installations could add an average of $200,000 in each door in their first year of operation.
The Estée Lauder Cos. Inc. acquired Aveda from founder Horst Rechelbacher in 1997, in a $300 million cash deal.