"Blind" new prestige beauty shop.
by Kathy Gámez
This week Blind opens its doors to the public on the Andino CC and becomes the new player in the segment beauty, fragrances and cosmetics of luxury with the launch of its first store in the T zone, one of the most desired strategic points in Bogota by the big brands and retail chains.
The situation was propitious, given the lack of retailers specialising in the category, Prosalon decided to bet on this niche. The luxury segment is very attractive considering the penetration of only 2% of the total of beauty in the country market, while in other Latin American countries like Brazil, Chile or Argentina, reaches shares between 8% and 10%.
The goal is to open 25 stores in the next three years, located in the main cities of Colombia, with a format of stores of 120 m2 to 160 m2 in AA-AAA commercial centers, with an investment of between $8-10 million. The first will be located in the Centro Comercial Andino, and this year it is expected to open 7 in total
Blind will have 5 categories of products in its stores: fragrances, the skin care, makeup, body and hair Toupee care. A blend of prestige brands on the market such as: Hermes, Cartier, Giorgio Armani, Bvlgari, Carolina Herrera, Givenchy, Dior, Salvatore Ferragamo, Lancome, Estee Lauder, Sisley, Issey Myake and new ones such as Twezeerman, Mario Badescu, Beauty Blender. In addition to the brands that are exclusive to Blind as: Coach, Coach, Prada, Jimmy Choo, among others
The “Blind” stores will offer a shopping experience very different which is allowed to touch and try before you buy. Combined with new marketing and sales as the omnicanalidad and the retailtainment, trends that are changing the way that consumers relate to these establishments and generate new paradigms for the companies. These standardized processes and achieve that shopping experience is the same as the physical channel online, with new recreational spaces and technological programs to make the purchase much more fun for consumers, includes a system of comparison products and ranking the products better renqueados for the users.
“In the medium term, the beauty stores will not be the same today. “The big challenge for the players in this market is to develop models of sales resulting attractive to consumers in this category of luxury where there is a level of specialized service to offer a differentiated shopping experience and the vanguard of the needs of today’s consumer.” Felipe Toro said Junguito, C.E.O Prosalon
Prosalon has the backing of the capital fund Altra, founded in 2005, which focuses on investments in companies that are in the sector of the economy, both in the Andean region and Central America. It manages 14 investments with direct operations in Colombia and Peru.
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