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
This story first appeared in the May 16, 2007 issue of WWD. Subscribe Today.
Juicy Scent Hits Europe
LONDON — Juicy Couture is making a splash at Harrods.
The brand’s signature scent made its European debut in the department store here last week. To fete the launch, the fashion and fragrance label kicked off a two-week promotion on Monday by turning the store’s “Black Hall” beauty department pink.
Bouquets of pink flowers and rose-tinted lighting decorated the department, while a stand offered cotton candy and a model sporting an oversized pink wig (reminiscent of the coif in the scent’s advertising campaign) spritzed passing shoppers. Store windows also were devoted to the brand.
“The U.K. has always been a home for Juicy Couture in Europe, and it felt right to launch our fragrance here,” said Amanda Cannon, vice president of European operations for the brand. “Harrods is ideal for us.”
Marigay McKee, fashion and beauty director at Harrods, is bullish on the 16-unit fragrance line’s potential in the store.
“The juice is very floral and very girly,” she said. “It’s feminine but also quite glamorous, and it can be quite grown-up, so it’s acceptable to 18-year-olds and equally to 45-year-olds.”
Executives declined to discuss figures. However, industry sources estimate the scent will generate sales of 500,000 pounds, or $988,345 at current exchange, by the end of the year in Harrods.
After a one-month exclusive at the store, the scent will be rolled out to a tight network of about 50 department and specialty stores in the U.K. Other European countries will get the fragrance starting in September.
Debbie Nuzzo, vice president of sales, cosmetics, at Liz Claiborne Inc., which owns Juicy Couture, said the scent adds a playful and affordable element to Juicy Couture’s already strong fashion presence in Harrods. “It brings a sense of affordable luxury,” she said. However, McKee was also enthusiastic about the lineup’s pricier units. “Bring on the [1,600 pound, or $3,163] gift sets,” she quipped. — Brid Costello