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Lush Sets Rapid Store Expansion

Beauty company is poised to erupt into 2012 with no less than three dozen store openings planned for the U.S.

Like one of their signature bath bombs, Lush Fresh Handmade Cosmetics is poised to erupt into 2012 with no less than three dozen store openings planned for the U.S.

This story first appeared in the December 5, 2011 issue of WWD.  Subscribe Today.

“[Lush is experiencing] an increase in brand exposure, traffic and sales partially due to the fact that we are consistently offering new innovations to our ranges,” said Mark Wolverton, president and chief executive officer of Lush North America, who added that 2011 marked the introduction of 42 new stand-alone Lush outposts. “We are seeing continued growth of same-store sales of more than 15 percent for the third year in a row and see the economic climate as being one where we can thrive.”

After generating an estimated $500 million worth of global business in 2011 (with $90 million coming from U.S. sales), industry sources estimate that an additional $20 million to $25 million could be earned in 2012. By June, the British bath and body brand will have more than 750 total worldwide doors, including its first in Oklahoma and Utah.

“A consistent average sale per customer, the availability of property in the marketplace and three years of positive growth provide a great opportunity for continued growth,” said Wolverton, who also revealed that an additional 36 stores are planned for 2013.

For Wolverton, much of the brand’s success is based on the whimsy and creativity used in the development of products and initiatives. To that end, Lush unveiled 15 new products on Black Friday, including the brand’s first dry shampoo and a macaroon-inspired cross between Lush Bubble Bars and Bath Melts.