bellapierre expects ‘major growth’ in 2010-11
Mineral make-up brand launches in House of Fraser as part of a mainstream move
US brand bellàpierre is hoping to establish its position as a mainstream name on the back of its first launch in a UK department store chain, according to founder and company director David Oren. The mineral make-up brand will eventually be available in 18 House of Fraser stores and has already launched in outlets in Oxford Street and Dublin’s Dundrum Shopping Centre, as well as House of Fraser-owned store Jenners in Edinburgh.
Although bellàpierre retails in other department stores internationally, such as Galeries Lafayette in Dubai and Berlin, House of Fraser is the first chain in the UK and Ireland to sell its products.
The move, says Oren, will enable his team to “market bellàpierre as a mainstream product” and will enhance House of Fraser’s bid to re-brand itself as a more prestige retailer.
Oren notes that House of Fraser and its senior beauty buyer, Tracy Van Heusden, have been “very devoted” to the brand, but stresses that he is also keen to build relationships with other retail chains. “We’re talking to lots of different people and when they see the results here [House of Fraser] – which have been outstanding – we believe they will take note,” said Oren, adding: “We’re going to experience major growth in 2010 and 2011 and will likely be available in many department stores.”
“That House of Fraser has welcomed bellàpierre into its stores is a good indication that mineral make-up is here to stay,” added bellàpierre’s general manager of retail sales, UK, Hana Sutherland.
