The blowout wars continue with Rachel Zoe’s DreamDry announcing a rollout plan with Neiman Marcus. The partnership will kick off with blowout salons in Atlanta and Las Vegas in Q4 2017, Fashion Island opening in early 2018, and additional locations to follow.
With 110 years of experience catering to the luxury consumer, Neiman Marcus is adding beauty services into the mix to further animate the in-store experience for their consumer. The retailer and DreamDry are partnering on the design details of each shop.
DreamDry is one of three brands in the Hudson BLVD. Group (HBG) portfolio. The multibrand beauty services company also consists of Spruce & Bond (laser, waxing, brows) and Pucker (makeup, lash extensions) in its portfolio. It looks like Neiman Marcus may be making a bigger play than simply blowout services with this partnership.
“When we announced the formation of HBG, we received an influx of interest from national partners in the retail, real estate, and hospitality spaces. We chose Neiman Marcus in the retail category because they are among the most creative and forward-thinking organizations in today’s changing retail landscape,” says Robin Moraetes, President of HBG and Co-Founder of DreamDry. “DreamDry was formed to provide an elevated experience, and Neiman Marcus offers that same promise to their customers.”
“HBG is the ideal partner as they offer the unique proposition of being a single operator of a portfolio of beauty service businesses across all categories,” says Neva Hall, Executive Vice President, Neiman Marcus Stores. “We believe HBG’s elevated offering within its beauty segment will drive traffic and deliver a valuable customer experience at Neiman Marcus.”