Byline: Faye Brookman

WAYNE, N.J. — Many specialty retailers are stocking stores with rows and rows of private label personal grooming goods. But shoppers entering MishMash, a new concept from Too Inc., are greeted with some of the hottest independent brands, such as Tony & Tina, Dirty Girl and Demeter.
There are currently seven MishMash stores open as the company attempts to get a “read” on the concept, according to Robert Atkinson, director of investor relations at Too. He said the firm’s vast knowledge of young shoppers pointed to the opportunity to open MishMash.
The stores are about 2,600 square feet and feature merchandise ranging from beauty to swimwear. In addition to the brands, MishMash has its own private label beauty products housed across from Tony & Tina. “The price points are a bit lower and I think Tony & Tina appeal to a slightly older shopper,” said Atkinson.
MishMash chose to pursue brands, according to Atkinson, because the retail format is new and still small in size. “We certainly realize that Tony & Tina is a hip brand and we are certainly pleased with the line,” said Atkinson. He added that the founders would be making appearances in stores to help introduce the line. The company also is training staff to work with young girls on how to use personal-grooming products.
Although MishMash operates in many of the same centers as Limited Too, Atkinson said the plan is that consumers will not know of the shared parent. For girls intimidated by department stores, MishMash provides an environment to test edgy brands such as Tony & Tina and Demeter fragrances.

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