NEW YORK — Target wants to give its customers a passport to beauty brands from across the globe and is designating a revamped bath and body section as the newest stop on its tour.
When scouting brands for the display, which began rolling out chainwide last week, Target looked to partners across the pond, like Boots Group plc, for ideas.
The British retailer suggested The Sanctuary, the namesake line of the women-only day spa located at London’s Covent Garden.
The line, sold exclusively in The Sanctuary Spa and Boots the Chemist doors, generates $50 million in retail sales in the U.K., said Martin Waters, chief executive officer of Boots USA.
“We have acted as the catalyst and distributor,” said Waters, referring to the spa brand’s introduction at Target.
Since its launch at Boots the Chemist eight years ago, The Sanctuary has grown from a collection of six products to more than 130 items, ranging from Salt Scrub to Crème Brulee whipped body cream.
Target — which sells a smattering of Boots’ brands, such as No. 7 cosmetics, in 110 doors — tested selected items in The Sanctuary collection in 18 stores two years ago.
For its revamped, 48-foot bath and body section, Target will feature 11 items from the spa collection. The products range in price from $8.99 for a body lotion infused with ginger extract to $19.99 for the Mande Set, which includes a foaming bath soak, a ground rice scrub and a moisturizing body soufflé.
While neither Boots nor The Sanctuary would comment on sales, industry consultant Allan Mottus estimates the collection could generate $7 million to $10 million in first-year retail sales, particularly if Target chooses to expand the assortment.
The Sanctuary’s draw for U.S. consumers, according to Alice Avis, ceo of Sanctuary Spa Holdings, is that the products are rooted in treatments offered at the well-known London spa.
The 30-year-old establishment, located in London’s bustling Covent Garden, hosts some 64,000 visitors a year, said Avis, including celebrities Brooke Shields and Liv Tyler.
Visitors pay a flat rate of 75 pounds, or $130 at current exchange, to visit the spa for the day or the evening, which gives them access to all facilities, including the Atrium pool — equipped with a swing — and the Koi Carp Lounge. Treatments range from a facial for 37 pounds, or $64, to an 85-minute massage for 94 pounds, or $163.Despite its luxury prices, the spa wanted its products to be accessible to the masses, which is why the company partnered with Boots the Chemist and Target, said Avis.
In addition to distributing The Sanctuary throughout the U.K. and the U.S., Boots has also taken the line to Switzerland and a host of Asian markets, including Thailand, Taiwan, Hong Kong and Indonesia.
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