E.l.f. Cosmetics quietly opened its first retail flagship in New York’s Greenwich Village last week. A grand opening of the 1,200-square-foot space is planned for May 22.
It didn’t take fanfare to lure consumers to the unit. A highly trafficked neighborhood coupled with word of mouth on E.l.f.’s social media vehicles contributed to opening volume that has been above expectations, according to Joey Shamah, E.l.f.’s chief executive officer.
E.l.f.’s portfolio is now sold online, in retail partner stores and the branded store, which is believed to be the first mass value retail door in the industry. L’Oréal operates stores but prefers to use them as experimental laboratories for concepts to roll out to chains.
Industry sources estimate the boutique will achieve first-year sales exceeding $2 million. Two more stores are planned prior to the end of the year, said Shamah who added New Jersey is on E.l.f.’s expansion bucket list. E.l.f.’s total revenues are estimated to topple the $150 million mark.
E.l.f. is borrowing a page from prestige companies such as MAC Cosmetics, Bare Escentuals, Aveda and Origins, which sell products in vertically integrated stores. Shamah isn’t concerned retail partners will feel E.l.f. stores compete with their offer but thinks that they will actually benefit from what E.l.f. learns in its own environment. E.l.f. is rapidly expanding in major chains such as Walgreens, Wal-Mart and Target.
In particular, E.l.f. hopes to continue its strategy of trading consumers up to its Studio collection, priced between $3 to $6, which accounts for most of the merchandise in the store. E.l.f.’s portfolio also includes Essentials, the entry line at $1 to $2, and Minerals, priced from $3 to $8. The flagship offers about 550 stockkeeping units out of E.l.f.’s total lineup of 1,000 items.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion