By  on April 22, 2010

Eshu Skin Assist, the Australian men’s grooming brand launched Down Under in 2006 and carried at a handful of doors in the U.S., has lined up its first major U.S. retailer: Macy’s.

During the first two weeks of May, Eshu will be rolled out to 25 of the chain’s stores, including Herald Square in New York, Union Square in San Francisco and State Street in Chicago.

“We see Macy’s as a fantastic opportunity for us,” said Eshu founder John Mount, who noted the brand will also enter the Florida, Southern California and Philadelphia markets with Macy’s. “It gives us national coverage, a foothold,” he said.

To coincide with the Macy’s launch, Eshu will introduce a shave cream (6.4 oz. for $16) infused with ingredients indigenous to Australia, like extracts of clove to warm the skin, and tea tree to soothe and cleanse.

Macy’s will carry four of the Eshu line’s permanent products — its face moisturizer ($27 for 3.4 oz.), face wash ($18 for 4.7 oz.), face scrub ($19 for 4.06 oz.) and the shave cream — but not Eshu’s SPF 15 moisturizer.

As part of a planned promotion with Macy’s, a preshave oil will come with the shave cream. Additionally, an Eshu value pack ($38), containing the 4.7-oz. face wash and 3.4-oz. moisturizer, has been designed as a promotional item for Macy’s, possibly for Father’s Day, as has a 300-g. soap on a rope ($13).

Mount said of future plans with Macy’s, which has 800-plus stores, “We’re in talks to expand from 25 [stores] to 100 stores by August — that’s the goal.”

The Macy’s initiative could help drive global sales of Eshu to $1.5 million by yearend, according to industry sources, which would be a fivefold increase in revenues compared to 2009.

Mount teamed up with New Jersey-based sales and marketing agency Beauty Management Group LLC in June 2009, and shortly thereafter they began presenting Eshu to major specialty and department store chains.

“For the last year, we’ve been working on getting into the major retailers,” said Mount. He added retailers aside from Macy’s could also be in the cards for Eshu, and he is eyeing further international expansion that might include Canada, the U.K. and other European countries. The Melbourne-based brand, named after a West African god, is in about 30 boutiques in Australia.

Future product launches may include a travel kit and “we’re looking at a body wash,” said Mount. “We’re taking baby steps to get structured right,” he added.

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