In Marketing, Professional, Retail

Hudson BLVD Group (HBG), a specialty beauty service platform, is partnering with luxury department store Neiman Marcus, building on the prospect of leveraging both brands effectively.

Founded in 2015, HBG currently operates a diverse portfolio of beauty brands across the hair, skin, makeup, and nail categories, including DreamDry, co-founded by Rachel Zoe, Spruce & Bond, Pucker, and Valley. BLVD is a multi-brand concept store that redefines the specialized beauty service experience for consumers with all-inclusive offerings. In the spring of 2018 the first location was opened in the Scarsdale, NY, location.

As the face of the retail landscape evolves, creating animation and providing services that drive foot traffic, BLVD has partnered with Neiman Marcus for a rollout in select stores. BLVD opened at Neiman Marcus’ Short Hills store last week and will launch at the Neiman Marcus Hudson Yards store in New York City in March 2019. The relationship is a win-win—it provides a unique retail footprint with a like-minded prestige brand for BLVD and it drives foot traffic, but it also positions Neiman Marcus to offer consumers what they want, at the level of luxury they demand, and differentiates and elevates them from their competitors.

“Neiman Marcus has been devoted to offering luxury experiences with the highest level of customer service since 1907,” says Robert Hughes, Senior Vice President of Stores, Neiman Marcus. “This partnership with Hudson BLVD Group further elevates Neiman Marcus at the forefront of retail innovation through the introduction of a personalized beauty services experience that helps our customers look and feel their best.”

Neiman Marcus and BLVD offer four personalized beauty services, providing customers with seamless access to their favorite specialty beauty brands in both Short Hills and Hudson Yards:

  • DREAMDRY, co-founded by Rachel Zoe and Robin Moraetes, is the premium destination for blowouts, braids, and updos, with a full offering of the latest in hair styling trends and techniques.
  • PUCKER provides premium eyelash extension services by the top artists in the field. With a focus on healthy lashes, PUCKER uses only the highest-quality lashes and products. 
  • VALLEY NAILS has specialized in inspired nail art and quality services since 2006, all with toxin-free nail polish,100 percent natural cruelty-free products,
  • SPRUCE & BOND has been offering results-driven beauty treatments for almost 20 years, including brow shaping and tinting, professional chemical peel treatments, and hair removal services (laser hair removal and waxing treatments not offered at the Short Hills location).

“Hudson BLVD Group partnered with Neiman Marcus to provide our like-minded clients a premium beauty experience. BLVD is the new standard in beauty services and is the first of its kind,” said Robin Moraetes, President, Hudson BLVD Group. “We have reinvented the traditional full-service salon model by bringing the best in beauty service brands together under one roof, and offering clients their favorite specialty beauty brands in one convenient, luxury experience.”

Photo: via Dreamdry

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