New-York headquartered Coach, which sells clothing and accessories, entered the beauty market in 2007 with its collection of fragrances and beauty products that were created following the signing of an agreement with BeautyBank in 2006.
BeautyBank is Estée Lauder’s ‘entrepreneurial think tank division’, which helps to grow brands pitched at the mid-range mass market. BeautyBank brands include American Beauty, Daisy Fuentes Beauty and FLIRT!
Expanding distribution reach
Currently, Coach carries fragrances and various beauty items such as lip gloss on a limited basis, according to Catherine Vizcarra, Director of global communications for BeautyBank.
These items are only available in freestanding Coach stores in the US, and the agreement is looking to grow the brand through expanding into other distribution channels and increasing its geographical footprint.
According to Estée Lauder, there are immediate plans to enter North American department stores and specialty retailers such as Bloomingdales, Sephora and Macy’s, which will then be followed by a global launch.
Capitalizing on fragrance success
The companies involved in the expansion of Coach Beauty believe the success it has seen so far indicates growth opportunities both in the US and on a global scale.
“We have been pleased with the customer reactions and industry reception that our fragrance business has garnered in such a short time,” said Kathy Nedorostek, president of US wholesale and licensing for Coach.
“This initial success in our own stores serves to underscore the potential for Coach Beauty with a more extensive distribution network and with the support of BeautyBank and Aramis & Designer Fragrances in heightening awareness,” she added.