UK. British brand ghd, best known for its iconic hair styling irons, is stepping out of the salon and into the travel retail channel.
The company, which is present in around 20 countries worldwide, has already been listed in 18 locations to date by Alpha Group, and features prominently within the retailer’s new flagship Biza Tax & Duty Free store at Manchester Airport Terminal 1.
 |
Style statement: ghd turns its attention to travel retail, at Alpha’s Biza Tax & Duty Free store at Manchester T1 |
Now the brand is looking to further expand its airport and cruiseship/ferry presence, with experienced industry executive George Lesniak on board to drive ghd’s travel retail division.
“It’s an exciting time for the brand,” Lesniak told The Moodie Report. “We are now looking to build on our salon business, where we have great awareness, and establish ourselves in other distribution channels.”
Within travel retail, the company sees itself as a valuable element of the beauty/fashion category. In addition to its wide range of hair stylers, it also offers accessories such as hairdryers and brushes, a spa range and the Thermodynamics hair care collection.
“We understand the importance of good branding and merchandising, and of getting the exposure right,” noted Visual Merchandising Director Peter Kenton. “Ideally, going forward we would like more sizeable space to show what can be done with the brand.”
In terms of product, ghd has already put together a selection of sets, such as the Ultimate ghd Travel Styling Set (£149.99), the limited-edition Gift of a Thousand Looks Set (£155) and the ghd Purple Pamper Pack (£39.99).
“Our portfolio features a good selection of high-ticket items,” emphasised Lesniak. “Where feasible, we would also be looking to install stylists for passenger consultations, to further drive sales, and to organise events and promotions within the travel retail channel.”
The ghd brand is set to benefit from even greater exposure domestically in 2009, thanks to several “Year of Alliance” collaborations, whereby it will create a selection of limited-edition styling irons in partnership with leading fashion/beauty brands.
Trade enquiries to George Lesniak, tel: +44 (0)1430 869390; email: g.lesniak@ghdhair.com
[comments]
Your post will appear – once approved – in
The Moodie Forum on our home page
