BaubleBar is bringing its brand of trend-driven accessories to Bloomingdale’s.
The five-year-old company, which has its roots in e-commerce, will introduce a range of fashion-forward jewelery to four Bloomingdale’s stores Tuesday, including both the 59th Street and SoHo doors in New York City as well as stores in Los Angeles and Chicago. BaubleBar pieces are also available on bloomingdales.com, with prices ranging from $34 to $68 and many items hitting the e-tailer’s $50 sweet spot.
Bloomingdale’s will carry about 100 styles, including a selection of pieces that are exclusive to the retailer.
BaubleBar is known for taking current accessories trends and quickly translating them into affordable pieces that cycle through its Web site, which introduces 50 to 75 styles new styles every week.
Miriam Gassel, vice president of merchandising at BaubleBar, said selling at Bloomingdale’s is equal parts marketing and sales driver for the company. BaubleBar’s boxed gift set will be sold in all Bloomingdale’s doors during the holiday season, and Gassel said that the e-tailer intends to grow the partnership in 2016.
BaubleBar cofounders Amy Jain and Daniella Yacobovsky have been focused on bringing the brand to retail and wholesale from the get-go.
Last year, BaubleBar partnered with Nordstrom, which now sells the brand at 70 of its stores. Nordstrom.com can offer up to 150 styles at any given time, with stores carrying between 40 and 80 styles. Anthropologie began carrying the brand around the same time in all of its stores, but Gassel said the arrangement with Anthropologie is an ongoing cobranded partnership where the two parties work together on designing the pieces.
BaubleBar had pop-up stores in the Meatpacking District and on Greene Street in SoHo in 2013, but Bloomingdale’s will be the first permanent retail presence for BaubleBar in New York City, Gassel said. The brand opened its first freestanding door at the Roosevelt Field Mall in Garden City, N.Y., in June.
had pop ups in the meatpacking district and soho in 2013
Currently, 85 percent of the company’s revenue are generated in its owned channels with the balance coming from wholesale partnerships.
“Our direct-to-consumer channels will always drive the majority of our sales mix,” Jain said, adding that strategic retail partners have been instrumental in raising brand awareness across the country. Ideally, Jain and Yacobovsky would like wholesale to comprise 25 percent of the company’s overall revenue.