Men’s personal care brand Baxter of California is going Urban — with the Philadelphia-based specialty fashion chain.

This story first appeared in the November 18, 2008 issue of WWD. Subscribe Today.

Baxter items, including single products and kits ranging in price from about $12 to $40, will be launched at 10 Urban Outfitters locations, including stores in New York, Chicago, Los Angeles and Toronto, the Los Angeles-based firm said Monday.

The move is billed as an anchor for a men’s grooming merchandising concept at Urban Outfitters, according to Baxter president Jean-Pierre Mastey.

“Urban Outfitters, like Baxter of California, has put a lot of effort and thought into raising their profile — to creating a lifestyle destination for [products for] men that echoes our boutique retail philosophy,” he said of the decision to partner with the chain.

Baxter is carried in about 150 domestic boutiques, including Apothia at Fred Segal in Los Angeles, Base in Miami, Blackbird in Seattle and Freeman’s Sporting Club in New York. The brand generates about $2 million in retail sales annually, according to industry sources.

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