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Eco-friendly French skin care firm Patyka is opening its first store in the U.S. next month, a 450-square-foot outpost that will be located in Manhattan’s West Village.
This story first appeared in the September 19, 2008 issue of WWD. Subscribe Today.
“The idea is to combine organic and luxury,” Andrew Corrie, president of New York-based Patyka USA, said of the Ecocert-certified brand’s positioning.
In addition to showcasing the brand’s 50-plus face care products; body oils, creams and washes, and fragrances (priced from $32 to $59), the new space, at 33 Carmine Street, will have a room for facial treatments and a cosmetics consultation area.
In a twist on going green, the store also will offer recycling services for empty and used Patyka bottles, as well as a redemption credit toward purchases.
Paris-based Patyka, a six-year-old brand whose name means apothecary in Hungarian, markets products designed for different skin types, including dry or sensitive and combination or normal skin. Formulations are produced in Lyon, France, and the firm bills its Organic Face and Body Serum, $59 for 50 ml., as its signature product.
The New York location, which could do $500,000 in sales next year, will be Patyka’s second freestanding store; it also has one in Paris.
As its new store approaches completion, Patyka USA is rolling out this month a 12-item line of face, bath and body care products called the Family range. Priced from $12, for the fair trade-sourced, 90-g. Shea Butter, to $19, for the Crème Visage Bio face cream, the Family range is intended to be more accessibly priced than the brand’s existing products. A number of the 250-ml. cleansers and shower gels are priced at $14 or $15.
Additionally, Patyka introduced in June a premium-priced line called Biokaliftin, which is positioned as an organic cosmeceuticals line, noted Corrie. The five-item range, which includes a mask, cleansing milk, eye cream, night serum and face cream, ranges in price from $42 for the 100-ml. Démaquillant Intense cleansing milk to $159 for the 15-ml. Elixir Nuit Réparateur.
Patyka was launched in the U.S. in 2005 and is now carried at more than 40 specialty stores, independent boutiques and apothecaries in North America, including New London Pharmacy and Steven Alan in New York. Corrie, a native Brit who opened a home furnishings boutique, called Ochre, on Thompson Street in SoHo earlier this year, also has set up an in-store Patyka boutique there.
With the new Family range, Patyka USA executives are looking to expand distribution of the brand to “cooler, hipper shops in New York and Los Angeles,” said brand manager Don Kim. “It has a funky, edgy look,” he said, pointing to the bottles’ bright green color and stark, colorful graphics.
Distribution of the Family range could top 100 doors by yearend, according to Corrie, and plans call for the addition of five baby products, as well as hair care items, to the line.
Ongoing initiatives at the brand, which could generate wholesale sales of $600,000 in the U.S. next year, according to sources, include packaging changes such as using squeeze tops instead of pumps with metal parts. Also, bottles made of recycled polyethylene terephthalate, instead of glass, have been employed to save weight in shipping.