Debenhams, the UK high street department store retailer, has revealed that online sales of the Kat Von D make-up brand have boomed, with 9,000 units sold on the first day of being stocked.
The retailer gave shoppers a first chance to buy the Canadian musician and artist’s highly-anticipated make-up range on 13 September ahead of a bricks-and-mortar launch due to take place on 5 October.
Sales on the site outperformed those that occured on Black Friday for the beauty division, with 62,000 visits to the Kat Von D brand site on the Debenhams website – 1000% times more visits than is the norm for a cosmetic brand. The launch drove 30% of total online sales on day one.
The most popular product in volume sales terms was the brand’s Everlasting Liquid Lipstick, generating £52,000 in sales.
Sara Stern, Beauty Divisional Director said she was “hugely excited” to see the customer reaction in-store in October. She said: “The reaction to the Kat Von D online launch at Debenhams is phenomenal.
"Within our first three days of trading the brand showed five times more success than any other brand online. Kat Von D has a loyal fan base who are passionate about long lasting cosmetics and distinct pigments.
"The brand will attract a new customer into our beauty offering and beyond and we are hugely excited to see the customer reaction once it lands instore next month."
Kat Von D will launch into Debenhams' flagship store on Oxford Street on 5 October with a 412sqft trading space.