Bliss operates 21 spas in the US (the first, located in New York City, opened in 1996) and sells its related product lines internationally.
“Our partnership with Kohl’s allows us to build upon our philosophy to make consumers look and feel beautiful, healthy and happy every day by offering our latest and most effective skincare products to loyal Kohl’s shoppers across the country,” said Mike Indursky, blissworld president, in a statement to press announcing the partnership.
Both companies are optimistic about the arrangement: “We are excited to add Bliss to our growing assortment of national brands," said Kevin Mansell, Kohl's chairman, chief executive officer and president.
“Over the past two years, we have introduced more than thirty new beauty brands and will continue to support this momentum by bringing our customers another trusted, well-known name with Bliss. We have seen the positive results from our new updated beauty departments and are bringing enhanced beauty experiences to all stores,” Mansell continued.
The Beauty Department
Kohl’s specialty department stores have long carried fragrance and personal care products. Starting in 2013 the corporation strategically positioned itself as a destination for beauty consumers, adding over 20 brands to its stores and the Kohl’s online beauty site that year.
“This expansion of our beauty offerings in Kohl’s stores and online at Kohls.com takes our beauty department to a whole new level, bringing even more top national beauty brands to our customers,” said Peggy Eskenasi, then Kohl’s senior executive vice president, when the stores announced the additional makeup, skin care and fragrance brands in September of 2013.
Much the same way that private equity groups are buying up innovative beauty brands that resonate with consumers, so department stores are purchasing or partnering with companies that have deeply loyal customers and clout in the industry.
Macy’s department store just acquired Bluemercury. That $210m cash deal will bring more Bluemercury products into Macy’s stores as well as fund the opening of more freestanding Bluemercury shops across the US.
“Beauty is a core signature business for Macy’s and Bloomingdales and a continued platform for our company’s profitable sales growth,” Terry J. Lundgren, chairman and CEO said when the deal was announced.
“With Bluemercury, our company can access a new channel to reach additional customers, add new dimensions to our product offering and apply our expertise in omnichannel retailing,” Lundgren added.