NEW YORK — London-based independent Pout opened a mini-boutique in Manhattan’s Henri Bendel on Monday, a sign the brand is continuing its commitment to building a presence.
Pout launched a flagship store in Covent Garden 18 months ago and subsequently opened three more U.K. stores. It made its U.S. debut at Louis Boston last week.
The Bendel’s space displays the full 93-unit product line on bureau-top sets, has mirrors on the wall and features wallpaper of the same lace print found on some of the packaging. The in-store shop, located in a corner of the main floor, covers less than 200 square feet. It could approach $500,000 in first-year retail sales, according to industry estimates.
"It looks like a girl’s bedroom," said Emily Cohen, who performs chief executive officer functions along with Chantal Laren, but prefers to be called by her official title: top totty. Cohen, who thinks makeup has gotten "too serious," said of Pout’s budoir inspiration: "It’s about being fun, sexy and girly."
The Pout product offering, which now features eye, lip and cheek colors, will include makeup, makeup bags, implements, fragrance and bath-and-body by September. An additional sign that Pout is on a fast track to raise its profile is its plan to add limited innerwear, primarily panties, to its assortment later in the year. That plan is reminiscent of another British label, Agent Provocateur, the lingerie brand that infused its innerwear offering with beauty. Agent Provocateur also opened a boutique in Bendel’s, in October, following that with a SoHo store in December.
Cohen indicated that Pout is exploring the possibilities of adding distribution, including in-store boutiques, in the U.S., U.K., Ireland and Canada, as well as possibly a freestanding store in America.
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