Woody’s Quality Grooming, the City of Commerce, Calif.-based, surfing-inspired men’s grooming brand that was founded in 2004 by Barry Schaich, has plunged headlong into the professional hair care business.
After an introduction at Beauty Systems Group’s 130 Cosmoprof brand locations during the spring, Bill Kochanski, men’s category brand manager for American International Industries, which acquired Woody’s about three-an-a-half years ago, said he anticipates Woody’s expanding into more BSG doors — perhaps as many as 500 locations in the Midwest and East Coast — by yearend. BSG is a division of Sally Beauty Holdings Inc. and Cosmoprof sells salon brands to licensed beauty professionals.
“We do well with [BSG],” said Kochanski. “Sales have been tremendous since opening those [Cosmoprof] stores — like gangbusters on the West Coast.”
When AII acquired Woody’s, “it was [in] fragmented, boutique distribution — really sporadic,” he continued. “It was not destined to become a major player in the men’s game. We wanted focus, to go after that professional distribution.”
Annual sales of Woody’s at the time of the acquisition were about $500,000, according to industry sources, and sales remained at that level last year. But, according to Kochanski, in the month of March alone, “we’ve surpassed our annual sales from last year.”
Additional new distribution for the brand this year has included Supercuts locations, owned by Regis Corp., and Aerial Beauty Supply in the Midwest.
The Woody’s product assortment has been retrenched, with the number of items reduced from 17 to 11 — to “phase out products that impeded our move into salons and make it easier for salons to retail the products,” Kochanski said.
The revamp of the line included the elimination of a shaving range, a reformulation of the entire line and removal from certain channels of distribution.
When it comes to shaving products, though, AII’s plans now call for a reintroduction of Woody’s shaving items. “We will be coming back with a new, upscale shave line for professional salons and barbershops,” said Kochanski, who noted the new shave line, which will include accessories such as brushes, is to be on the market by fall or the holidays.
The overhauled Woody’s assortment is priced roughly between $9.95 and $13.95 and includes top sellers like a body and laundry spray, called Love Grenade Body and Laundry Spray, and the Hair & Body Shampoo Bar. The rest of the assortment is styling oriented and includes Wood Glue Extreme Styling Hair Gel — plus two other gels — a pomade, a clay, styling cream and Texture Web. Rounding out the collection are Daily Shampoo and Daily Conditioner.
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