U.K.-based grooming line Mancave is looking to become a go-to brand for American men.
“This brand was conceived with the U.S. market in mind,” said Alex Grogan, cofounder and managing director of Mancave Inc. “We see great potential in the U.S.”
At the crux of the line, according to Grogan, who conceived of the business with his father Mark, is its “masstige” positioning. To that end, products, which are not tested on animals, are formulated with ingredients like borage oil, spinach extract, green tea and black pepper oil.
Packaging is meant to be both simple and bold to stand out on shelves.
“We wanted to do something in the mass market and combine a premium end of product,” said Grogan, adding that the price point and look of the line is meant to be cross-appealing to men of all ages. “It’s quality product, but accessible with a humorous and playful feel.”
The company, which was founded in 2010 and entered U.K. retail stores like Sainsbury’s in late 2012, is slated to roll out to between 1,000 and 1,500 U.S. doors in 2014. Although specific retailers have not been finalized, industry sources estimate the addition of American distribution could generate $1.5 million in the first year.
Available on the brand’s e-commerce site, mancaveinc.com, since Monday, the collection, priced from $8.50 to $17, includes a moisturizer, face wash, caffeine shampoo, cedarwood shower gel and aluminum-free natural deodorant, as well as a five-piece gift set.
Six new products, which will include shave-oriented offerings and a whiskey-scented cream/leave-in conditioner, will be launched in the U.S. in spring 2014. Currently sold through 127 global doors, including countries like Sweden, Austria, Denmark, Germany, Switzerland and Portugal, Grogan said he is also in talks with distributors in Australia and South Africa for potential distribution in the next few years.
Marketing for the brand is centered on digital and social media campaigns focused on driving sales via the brand’s online store, as well as promotions, partnerships, sponsorships and product deals. The brand is also participating in Cyber Monday.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast