Credo at 9 Prince Street in New York

Credo is coming to Williamsburg.

The San Francisco-based natural beauty retailer is opening an outpost at 99 North 6th Street. No opening date is confirmed as the site is currently under construction, but chief executive officer and founder Shashi Batra estimates an opening date “as late as 2017.”

Batra said the space is roughly 1,100-square-feet — that’s slightly smaller than Credo’s original location in San Francisco, and larger than the brand’s 900-square-foot store here in NoLIta. The address was formerly home to Ro-Jo Meats Inc, a meat wholesaler.

“It’s a spiritual home for us,” Batra said of the Brooklyn neighborhood, noting that the consumption habits of Williamsburg residents are aligned with Credo’s natural beauty proposition. “It’s all things that as a brand we revere in terms of lifestyle and health.”

The Williamsburg store will offer the same experience and assortment of products — some 100 brands — that Credo offers via e-commerce and its other brick-and-mortar stores.

Credo launched in 2015, both online and as a brick-and-mortar store on Filmore Street in San Francisco’s Pacific Heights neighborhood. The brainchild of Batra, a beauty industry veteran who was on the founding U.S. team for Sephora and went on to be president of Victoria’s Secret Beauty, Credo was envisioned as a sophisticated retail concept for shoppers seeking natural beauty in an upscale environment — an alternative to the personal care aisles at natural grocers. The stores and e-commerce site stock a variety of natural beauty lines across all categories — skin, makeup, hair and body. The lineup of brands runs the gamut from better-known natural players like RMS Beauty, Indie Lee and Tata Harper to those growing their customer base, like Pai Skincare and Captain Blankenship.

Earlier this year, Credo opened its second location at 9 Prince Street in New York. At the time, Batra told WWD that rapid expansion for Credo was in the works, especially within the New York area, and said he was looking to lease spaces in several different parts of the city.

Despite the looming L train closure, beauty retailers have not shied away from Williamsburg. WWD reported earlier this month that a Space NK is due to open in mid-to-late November, on the corner of Bedford Avenue and North 4th Street.

“We’re looking to be a part of a community that resides there,” said Batra. “The L train concerns are really for the people coming and going from Manhattan.”

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