NEW YORK — Make way for a powerful new retail tier in the American beauty market.
The “middle market” — sandwiched between mass retailers and department stores — is emerging as a promising alternative for up-and-coming beauty lines. Manufacturers are eyeing regional specialty chains, including Beauty Brands, Peninsula Beauty and Planet Beauty, as the go-to destination to cultivate their brands. Nimble in their approach, these merchants are snapping up promising new product lines and attracting shoppers on the prowl for the next hot brand. Smaller beauty brands in particular are applauding the role of these retailers as a compelling opportunity. Distribution in both the prestige and mass channel has become increasingly scarce for smaller brands seeking growth.
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