Elle Macpherson’s WelleCo Aims to Be a $200 Million Brand

Just six months after entering a small number of brick-and-mortar doors in the U.S., Elle Macpherson is opening a New York flagship for her Australia-based supplement company WelleCo — and doesn’t plan to stop there. The brand’s SoHo space is set to open today. This will be the first freestanding WelleCo door outside of Australia — Macpherson and her business partner, Welleco chief executive officer Andrea Horwood, also operate a stand-alone shop in Perth. Aside from a strong digital presence — 80 percent of sales come from the brand’s e-commerce site, and it is also available on Net-a-porter — WelleCo is in 100 doors globally including Barneys and Anthropologie in the U.S. in Australia, Asia, Europe and North America. Four-year-old WelleCo has amassed a strong customer base in the U.S. through its direct-to-consumer business and availability on Net-a-porter. Fifty percent of WelleCo’s online sales come from the U.S., making this market the ideal place to expand. Three more flagships are being planned to open over the next three years, in Los Angeles, Miami and Houston — these cities plus New York are where 75 percent of WelleCo’s U.S. sales are concentrated. WelleCo is also entering U.S. Sephora stores in October. The brand has tripled sales

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2DfIODz
via