ANTHONY LOGISTICS BRIGHTENS MIX
Byline: Matthew W. Evans
NEW YORK — There may be sunny days ahead for Anthony Logistics for Men.
The nascent men’s grooming collection is not only introducing its first sun care assortment, but total sales for the brand could double this year.
Since launching Anthony Logistics in November 2000, founder Anthony Sosnick’s approach has been to steadily grow both the product range and the number of doors of distribution — a strategy that seems quite logical and one that has paid off. The firm registered $2.5 million in sales during its first year and is on track to double that figure this year.
The brand’s latest effort, a sun care range, is Anthony Logistics’ first significant offering in that category. Four stockkeeping units priced between $15 and $25 and a multi-unit kit for $50 are all slated to hit counters in May. The assortment could ring up retail sales of $500,000 in its first year on counter, according to industry sources.
The sun care line is a departure from the brand’s traditional motif. Rather than sporting black and gray colors, After Sun Soothing Cream, Facial Moisturizer, Sun Spray and Sun Stick all come in white packaging that’s emblazoned with bold orange graphics. The items are all SPF 15, “a good baseline,” Sosnick remarked.
When it comes to further developing the brand, which is 50-sku’s strong with distribution in 250 doors here and abroad, more products in more doors by no means implies unwieldy growth. Sosnick’s plan, in fact, is just the opposite. His focus is on the quality of the business in a few big department and specialty accounts in the U.S. — in this case Nordstrom, Barneys New York and Sephora — rather than going into numerous big retail accounts all at once. The latter makes effectively managing the brand more difficult, he contends.
Internationally, the U.K. and Germany are currently Anthony Logistics’ biggest European markets, while a few doors have opened in Shanghai and Kuala Lumpur. With plans to increase distribution by about 100 doors next year, Sosnick thinks the business could double again in 2003.