True Botan­i­cals Opens San Fran­cisco Flag­ship

WWD Digital Daily - - News - BY ELLEN THOMAS

It’s the dig­i­tally na­tive nat­u­ral beauty brand’s first stand­alone re­tail lo­ca­tion.

True Botan­i­cals has opened a flag­ship this month in San Fran­cisco, its first brick-and­mor­tar out­post.

The dig­i­tally na­tive nat­u­ral beauty brand’s move into phys­i­cal re­tail is part of a larger strat­egy to fo­cus on its di­rect-to-con­sumer busi­ness. While the ma­jor­ity of its growth has come from its e-com­merce busi­ness, True Botan­i­cals has main­tained whole­sale ac­counts with re­tail­ers such as Vi­o­let Grey, Bar­neys New York, Fol­lain and Au­berge Re­sorts spas. With the ex­cep­tion of Goop, the brand is pulling out of all its re­tail part­ners.

“Part of our over­all mis­sion is to have a di­rect re­la­tion­ship with our con­sumer both on­line and in per­son,” said Hil­lary Peter­son, founder and pres­i­dent of True Botan­i­cals. “We want to de­liver a sen­so­rial ex­pe­ri­ence that you can’t get on­line, and learn from con­sumers in the store and ap­ply that to our dig­i­tal re­la­tion­ship.”

The San Fran­cisco space, lo­cated at 524 Wash­ing­ton Street in the city’s Fi­nan­cial District, will carry the full True Botan­i­cals prod­uct as­sort­ment, which in­cludes mostly skin care, along with hair, body, and the lat­est ad­di­tion — aro­mather­apy. Per­son­al­ized fa­cials will be avail­able in the store — there are three treat­ment rooms — and there is also an aro­mather­apy bar. In­te­rior de­signer Jeremiah Brent, hus­band to in­te­rior de­signer and “Nate & Jeremiah by De­sign” costar Nate Berkus, de­signed the space.

The True Botan­i­cals store is meant to act as both a sales-driver and a show­room, Peter­son said.

“Our sus­pi­cion is that it will be a great driver for our busi­ness and be some­thing we want to repli­cate in key mar­kets,” said Peter­son of the brand’s brick-and-mor­tar strat­egy.

Unilever Ven­tures, the ven­ture cap­i­tal and pri­vate eq­uity arm of con­sumer goods gi­ant Unilever, took a mi­nor­ity stake in True Botan­i­cals, which was de­signed as a nat­u­ral al­ter­na­tive to lux­ury skin-care brands. Since then, the brand has signed on Olivia Wilde as its am­bas­sador, or “chief brand ac­tivist,” the first ma­jor celebrity deal in­volv­ing a nat­u­ral beauty brand. In 2017, sales quadru­pled. The prod­ucts are

True Botan­i­cals

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