Following the death of founder Shashi Batra, the natural beauty emporium is set to open its fifth brick-and-mortar outlet in Chicago on Thursday. The brand operates stores in San Francisco, Los Angeles and New York. Chicago is its first foray into the Midwest.
The 1,415-square-foot space is located at 1659 North Damen Avenue, part of a retail corridor that stretches between upscale Bucktown and hipster-centric Wicker Park. It will carry 2,000 stockkeeping units across 105 brands in the skin, makeup, hair, fragrance and wellness categories.
“It’s exciting for us to open in Chicago [and] it was a learning curve for us….Opening a store on either coast is a given — you know that in New York and California people are eating organically and [into healthy ingredients],” said Annie Jackson, chief operating officer of Credo Beauty. “When you go into other states, you’re not sure how much they understand clean beauty.”
But Jackson found an eager and willing consumer base in Chicago.
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“When we were scouting locations we were asking people if they’d ever heard of clean beauty, [and they had]. The shift of women becoming savvy and reading ingredient labels is not just relegated to the coasts,” she said.
New brands launching in tandem with the Chicago store opening are Rodin and Oilixia, a U.K.-based skin-care line.
A Tata Harper spa — the brand’s third with Credo Beauty — will open on Aug. 1 with a facial menu.
Credo’s founder and chief executive officer Batra passed away from an aggressive illness in May. Jackson came on board with Batra early on — Credo launched in 2015 with an e-commerce site and San Francisco flagship — and is planning to continue his original vision.
“Our plan and goal is to continue to open stores,” Jackson said. “We’ve got more on the horizon and we’re not changing from the fact that we want to get into communities and tap into a customer that is living a lifestyle that aligns with us….I think he’d be proud of what we’re doing.”