A look at Neiman Marcus' new beauty service experience, BLVD.

Neiman’s is enhancing its beauty service offerings in hopes of increasing foot traffic.

The luxury retailer is partnering with Hudson Blvd Group on a multibrand beauty destination called Blvd. It will assemble services from DreamDry, Pucker, Valley Nails and Spruce & Bond at Neiman’s Short Hills, N.J., location starting on Friday, followed by Hudson Yards in Manhattan, slated to open March 15.

According to Robin Moraetes, president of Hudson Blvd Group and cofounder of DreamDry, Blvd brings “the best in beauty service brands together under one roof, offering clients their favorite specialty beauty brands in one convenient, luxury experience.”

Blvd’s offerings span hair, nails, eyelash extensions and treatments such as brow-shaping and tinting.

Neiman Marcus has been devoted to offering luxury experiences with the highest level of customer service since 1907,” noted Robert Hughes, senior vice president of stores at Neiman Marcus, calling the partnership with Hudson Blvd Group one that puts Neiman Marcus “at the forefront of retail innovation through the introduction of a personalized beauty services experience that helps our customers look and feel their best.”

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