NYX Cosmetics started with a two-foot spot on the planogram at Ulta Beauty — and now has grown to a 14-foot space, noted Brandyn Muegge, senior vice president of sales for the brand.
This story first appeared in the August 5, 2015 issue of WWD. Subscribe Today.
“Ulta has been an amazing partner,” Muegge said. “They like to think outside the box, which is perfect for NYX. Together we have created many unique pro- grams that have helped build the business to the success it is today.”
The retailer sells the brand’s 936 stockkeeping units both in bricks-and-mortar and on ulta.com. Items range in price from $4.50 to $25, noted Muegge. In addition to supporting their brands, Muegge added, “they have worked to build their online presence and social media, which is key to communicating with the beauty junkie.”
[Ulta has] “allowed us to try new things, and have used their reach to promote the brand.” She noted that NYX is developing Ulta-exclusive offerings for 2016, although she declined to discuss details.