SPACE.NK PRODUCTS LAUNCHING IN U.S.
Byline: Kerry Diamond
NEW YORK — Space.NK is finally coming to the U.S.A.
Nicky Kinnaird, owner of the influential beauty boutique chain, isn’t opening a location here. Rather, she is launching her signature product line at Bergdorf Goodman and select Neiman Marcus stores in March.
The 78-stockkeeping-unit range includes fragrance, bath and body products and nail polish. According to industry sources, it could do more than $5 million at retail in 2001.
Kinnaird started introducing Space.NK products at her stores last year. “Basically, we were plugging gaps within the store’s product mix,” explains Kinnaird, whose initials make up part of the chain’s name. Rather than slap the store’s logo on some private label products, Kinnaird wanted items that would fit in with the chain’s unique mix of brands, like Nars, Antonia’s Flowers, Agent Provocateur, Epure and Nuxe. “Our customer expects to find something really unique and different,” she said.
The star product in the line is Space.NK.Woman, the chain’s signature scent. A floral-oriental, it was was developed with perfumer Christopher Sheldrake, who worked on the Serge Lutens fragrance collection. “Space.NK.Woman had to epitomize glamour and sophistication,” said Kinnaird. “I didn’t want a time-warp fragrance, but I wanted the warmth to come through.”
The fragrance contains top notes of Italian bergamot, lemon, ylang ylang and French narcissus. The heart has jasmine, iris and lily of the valley, while the base features European oak moss, Indian sandalwood, patchouli, vetiver, cedarwood, amber, honey and vanilla.
The scent is available in three forms: a 15-ml. parfum that will retail for $140; a 60-ml. eau de parfum, $80, and a 60-ml. eau de toilette, $60. The ancillaries include bath and shower gel, body cream and soap. A Space.NK.Woman gift set will retail for $140.
Space.NK.Man, Kinnaird reported, is in the works.
The Space.NK.Body collection is broken into four scents: Stillness, Soulful, Laughter and Enrapture. Each scent comes in an eau de toilette concentration and features a range of ancillaries, like bath oil, body wash, hand wash and bathside candles. Prices range from $18 for the Laughter deodorant to $36 for the bath tablets to $52 for a set of travel-sized products.
Space.NK.Home consists of four scented candles, incense sticks and a linen spray. Although Kinnaird said she will “never touch” color cosmetics, she has expanded into the nail category. The Space.NK.Nails collection features 15 polishes, polish remover, base coat and top coat. “I hate streaky nail polish, especially if you’re doing your own nails,” she said when asked about the inspiration behind the polishes. As for the shades, “all of them are flattering to the customer. You’ll never see green or blue shades. The colors are timeless.”
The next category Kinnaird will expand into is hair care. Those products should launch in early summer.
As for distribution beyond Bergdorf’s and Neiman’s, Kinnaird said it’s too early to say how it will grow in the U.S. She does, however, plan to keep distribution limited here, despite requests from several retailers. She choose Bergdorf Goodman and Neiman Marcus for the launch because they were “supportive from the start. We had constant dialogue. It felt more like a partnership.”
At Bergdorf Goodman, the Space.NK products will be given their own counter. Skin care items from Eve Lom, the British brand bought by Space.NK in August, will be merchandised there as well.
For those not familiar with Space.NK, the company was founded with a single boutique in 1995 in London’s Covent Garden. It has since grown into a multi-pronged operation that includes 18 boutiques throughout the U.K., a spa (SPAce.NK) in London’s Notting Hill, a mail-order business, the Eve Lom brand and a small distribution company. The first brands Kinnaird has taken on for distribution in the U.K. are Peter Thomas Roth and Aesop.
Kinnaird plans to eventually open a location in New York, Paris, Dublin and her hometown of Belfast.