WWD reports that after eight years, Sears is getting back in the beauty business. Sears will open beauty boutiques in certain flagship stores that will have mass market brands, with a few prestige brands such as Calvin Klein color palettes.
Sears has dipped in and out of cosmetics over the years, with the splashiest attempt being its Circle of Beauty concept that was yanked in 2001. Sears also was one of several midtier department stores slated to receive Avon's retail line, called BeComing, but the direct seller abandoned the effort in 2003.
This time, Sears is stocking a variety of price points in a department staffed with vendor-trained consultants who will earn commissions. Among the brands are drugstore staples, including L'Oreal Paris and Cover Girl; a U.S. exclusive with Yves Rocher and Pure Organics, and a dash of prestige products, such as Calvin Klein color kits. An already well-developed fragrance department will be augmented with more direct-sourced prestige scents.
*****
Wendy Liebmann, founder and chief executive officer of WSL Strategic Retail, said it is savvy for Sears to go the mass route and realize the difficulties in attracting prestige brands. "If you are going to step your well-manicured toe into beauty, mass is a good way to go and it's at a good point, when you can’t find popular-priced cosmetics at a mall anymore."
Malls used to house drugstores, but the need for drive-through pharmacy windows has driven most chains out of malls.
Sears has really been struggling, while arch rival J.C. Penney seems to be getting its act together. Target has really hurt both of those brands, but now that Isaac Mizrahi has left the clothing offerings at Target (other than a few capsule collections) has been sadly lacking. The fabric quality just isn't what it once was and it's harder to find anything in a Target store with all the rearranging the stores do on a regular basis.
Hip, thrifty shoppers do not shop at Sears: they go to Target or a Wal-Mart supercenter in an upscale area (we recently visited an amazing one of these stores: it was packed with gourmet items, an excellent wine center and a chef making fresh sushi. It also sold the latest iphone and had a good garden center). Sears has its work cut out for it.
