Little Barn Apothecary + Co. is about to get a lot bigger.
The Atlanta-based natural beauty retailer is expanding its bricks-and-mortar presence to New York this year and Nashville in 2018, with plans to enter Chicago and Los Angeles slated for 2019. The driving force behind the retailer’s expansion is to increase the reach of its own brand, Little Barn Apothecary.
“We really want to hit key markets that we feel have a strong investment already in natural beauty and a holistic wellness lifestyle,” said Brad Scoggins, cofounder of The Little Barn Apothecary + Co. “In terms of a strategic plan, it’s really just to get in there and mix up what’s already happening in natural beauty.”
Little Barn Apothecary + Co.’s two locations in Atlanta and Chattahoochee Hills, Ga., which opened August 2016 and March 2017 respectively by Scoggins and cofounder Joshua Morgan, carry an assortment of natural beauty and home items from brands like Goop, Moon Juice, Kosås and Drunk Elephant, among others. While the retailer will continue to carry these brands, the new storefronts will be devoted to showcasing the Little Barn Apothecary line.
“With Little Barn Apothecary, we have full-on accessibility where natural beauty is no longer daunting,” Scoggins continued, stating the lower price point (products range from $9 to $78) and increasing distribution (the brand is in roughly 1,000 doors nationwide at Dillard’s and independent boutiques) can attract consumers who are unfamiliar with natural beauty.
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Little Barn Apothecary currently has 37 stockkeeping units in its product lineup, including its best-selling Charcoal + Aloe Face Cleanser and Coffee + Mint Body Scrub, and will be using the New York and Nashville stores as test markets for new products, like a supplements line that is launching in late 2018.
Even though the brand ships internationally and has steady sales on its e-commerce site, it’s important for Scoggins and Morgan to have a bricks-and-mortar presence to give customers a physical experience and to share their brand philosophy.
“There’s definitely a trend that people aren’t shopping [in store] as frequently, but what we’re doing in our stores is creating a whole experience where we invite customers to come in, slow down and take a moment to learn about our products,” Scoggins said. “Now it’s more commonplace for people to have natural and indie brands in their vanities. We want to show that [natural beauty] isn’t a trend, it’s something that will forever be around.”
Little Barn Apothecary + Co. will first open a pop-up shop in New York’s East Village neighborhood from October to December. The brand is currently in talks to extend the pop-up into a permanent space for next year. The retailer will then open its store in Nashville’s Wedgewood-Houston neighborhood in spring of 2018.
According to the brand, Little Barn Apothecary will earn an estimated $1.7 million in 2017. The brand projects that its sales will increase to $5 million after the bricks-and-mortar expansions in 2018.