Six years after launching on the retailer’s web site, Amika is now going into Sephora’s bricks-and-mortar stores.
Starting Feb. 23, the Brooklyn-based hair-care brand is entering 75 Sephora doors in the U.S. and Canada with 11 stock-keeping units, including its Polished Perfection Straightening Brush, Perk Up Dry Shampoo and Soulfood Nourishing Mask, among others. The brand previously sold its hair tools in-store.
“For us, Sephora is the ultimate beauty retailer,” said Chelsea Riggs, brand president of Amika. “We thought this would be a great opportunity to get the brand out there into more hands that maybe haven’t yet heard about Amika.”
The brand has its flagship salon in Williamsburg, which will be transitioned from a styling salon to a full-service salon this year. The brand’s styling and wash products and hair tools are currently sold at the salon plus other partnering salons across the country. The Sephora distribution is Amika’s first nationwide consumer-driven point of sale.
“We’re able to launch a larger selection of hair care on a dedicated end cap, so it really helps us tell the story of the brand and give that essence of who we are in-store,” Riggs continued. “This tells a different story than what you would find in a regular retail space and outside of a salon, where we don’t have as much control over the visual aspects of what the end consumer sees.”
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The brand’s commitment to creating an in-store experience for consumers was also seen through its holiday pop-up shop in New York City. The store included an interactive customer experience with hair styling and a photo booth and was decorated in the graphic decals seen on the brand’s packaging.
“I still think that customers are looking for that in-store experience,” she said. “They don’t just want to go in and look for their foundation they always buy. Those commodity items are easy to buy online, so in-store you’re looking for that discovery.”
Amika has plans to continue hosting these pop-ups in other major cities across the country. Along with the Sephora distribution, the brand is also repackaging its hair-care products with different colors for each collection to help customers differentiate between the different product lines.
The brand will be launching new products later this year, but currently has plans to not offer its full product range at Sephora stores in order to continue supporting its salon business. The brand declined to speak about specific sales figure, but noted that sales have doubled year-over-year for the past two years and is expected to continue.