New Zealand-based bath, body and home care brand Linden Leaves is coming to America this spring, targeting high-end specialty stores, department stores and spas.
Founder Brigit Blair created the company in 1992 to incorporate New Zealand's own natural resources, fruits and flowers into her skin care products. "My desire grew out of offering natural products from our country to the rest of the world," said Blair.
Linden Leaves features 115 stockkeeping units in six collections: Bathtime, Herbalist, Gold, Aromatherapy Synergy, Footcare and Home. Known for its body oils made from dried botanicals, each oil blend features a specific dried flower or fruit ingredient, such as rose, peach, strawberry, lemon or lavender. The brand ranges in price from $3.50 for a Bath Disc to $36.95 for a Toning Reviver and Daily Facial Moisturizer.
The Bathtime, Herbalist, Footcare and Gold collections rank as the brand's most popular, according to Blair. The Herbalist and Footcare skin care lines are intended to offer the benefits of herbs and essential oils. Products in the Gold collection include an oil, salt and mist — and contain 23-karat gold flakes. According to Blair, ancient civilizations used gold in cosmetics for medicinal benefits.
According to Ed Meyers, president of Living Healthy LLC, the distributors for Linden Leaves in the U.S., the company will launch at the end of this month a selection of Linden Leaves bath oils in four scents at 50 Anthropologie stores. In addition, the company is in talks with Nordstrom and Fred Segal, and plans to be carried in more than 100 doors in the U.S. by yearend. The line also is sold at lindenleavesusa.com.
Industry sources estimate Linden Leaves will generate between $500,000 and $700,000 in first-year retail sales in the U.S.
Linden Leaves' U.S. launch will be supported with a print advertising campaign appearing in regional magazines such as Boca Magazine and beauty publications like American Spa and New Beauty. The company's advertising and promotional budget is approximately $60,000 a year, said Meyers.
Outside the U.S., the line is sold in department stores, gift stores, spas and high-end pharmacies. Blair noted that Linden Leaves has concept stores within major department stores and high-end spas in New Zealand. Linden Leaves is available in 15 countries in Asia and the Mideast, as well as Australia. — Michelle Edgar
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