Credo at 9 Prince Street in New York

Credo Beauty is expanding its reach with a new outpost in New York’s NoLIta.

The San Francisco-based natural beauty emporium, which launched last year both online and with a brick-and-mortar location on Fillmore Street in the city’s Lower Haight neighborhood, is opening its second store to the public on Thursday. The 900-square-foot space is situated on the ground floor of 9 Prince Street, between Elizabeth Street and the Bowery.

The location will carry more than 2,100 stockkeeping units, in line with some 92 brands that are found on credobeauty.com and in the Fillmore Street store — encompassing skin care, makeup, hair care, men’s, body care, fragrance and home fragrance items like candles and essential oils. Concurrent with the New York store opening are the introduction of approximately a dozen lines that will also be sold online and in the San Francisco unit, including Patyka, a French skin-care range, Ellis Brooklyn, an upscale line of candles and body milks and Evelyn Iona, an organic makeup brand. The store is smaller in size than its 1,400-square-foot West Coast counterpart, and does not include the Tata Harper spa that operates there either, but next month will begin offering mini-facials, brow services and makeup applications. Founder and chief executive officer Shashi Batra noted the smaller square footage is due to the nature of the available retail space in the neighborhood, and the location was chosen strategically as an optimal point of entry for the retailer into the New York market.

“We didn’t have the luxury of adding [a spa]…[and] NoLIta isn’t the spa destination in my mind. It’s much cooler [and] it’s much more about discovery. It’s a neighborhood where people aren’t going to necessarily find what they are expecting,” said Batra. “This is to me what SoHo used to be.”

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Credo Beauty is the brainchild of Batra, the former president of Victoria’s Secret Beauty and one of Sephora’s founding team members in the U.S., who envisioned an alternative to natural grocers that would serve customers seeking natural beauty products in a discovery-and-service-based retail environment like Sephora.

Batra anticipates the best-selling lines at the Prince Street store to reflect those of the San Francisco location, such as Tata Harper and RMS Beauty, which are both recognizable players in the natural beauty space, and are sold at mainstream retailers like Sephora.

The store is indicative of Batra’s desire for rapid expansion, particularly within the New York market. Batra sees the Prince Street location as the right venue to introduce the New York customer to Credo Beauty’s offerings before expanding to new locations within the city. “There are leases in the works,” said Batra. “We’re doing it.”

Batra did not specify when the new stores will be opening, but indicated that his plans for Credo’s growth are happening “now.”

NoLIta, which is situated between SoHo, Little Italy, and the Lower East Side, is home to ever-increasing foot traffic from tourists who have stumbled east from overcrowded Broadway, the twentysomething post-weekend-brunch crowd and the creative types and young professionals who live and work in its nearby residential and commercial spaces.

Industry sources estimate the store will do $1.5 million in retail sales within the first 12 months of opening.

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