JANE GOES AFTER BIGGER PIECE OF DISCOUNT PIE
Byline: Cara Kagan
NEW YORK — Jane wants to get in deeper with discounters.
Since being launched last July, the Sassaby Inc. color cosmetics division has expanded its distribution from an initial 800 Target and Wal-Mart doors to more than 1,000 doors within those chains and has since added 500 Kmart stores to the list.
Jane has set its sights on a total of 3,500 to 4,000 doors by yearend, largely by increasing its mass merchandise presence.
Throughout this year, the company will expand to select doors in Meijer Inc. of Grand Rapids, Mich., Hill Department Stores of Canton, Mass., ShopKo of Green Bay, Wis., and Venture Stores of O’Fallon, Mo. Other Wal-Mart doors are on the way, and the brand also will bow in F&M Distributors of Warren, Mich., a deep-discount drugstore, according to Don Pettit, president of Sassaby’s cosmetics division.
Jane is also breaking into the drug chains. Toward the end of last year, the company made its drugstore debut in Drug Emporium of Powell, Ohio, and in K&B Stores of New Orleans.
“We wanted to get established in the outlets that have the highest volume per door first, since this would enable us to have fewer accounts,” Pettit said, noting that Jane has taken the opposite approach of most cosmetics companies, which usually launch in the chains and then spread into discounters.
“The feeling was that this would enable us to serve our customers while keeping a closer eye on each door,” he said.
As reported, industry sources estimated that Jane would have a first-year wholesale volume of around $15 million. While Pettit declined to confirm the figure, he did say that Jane was on plan with the company’s initial projections.
So far, Jane has maintained its original 144 stockkeeping units, but it has been experimenting with new items through in-store promotions on countertop displays.
In March, the company will introduce four new products in a promotion called Grin and Bare It.
The promotion includes eight shades of Barely There lipstick and nail enamel, which marks the company’s first foray into nail enamel. The other new products are six shades each of Soft Shakes Loose Powder and One For All shading stick, which is designed to add color to the eyes, cheeks and lips.
As with all Jane products, each item in the promotion will have a $2.99 suggested retail price.
Some or one of these promotional pieces may be incorporated into Jane’s permanent lineup if it is a hot seller.