Barneys New York Is Back, As a Beauty Brand

For many years, Barneys New York was synonymous with figuring out up-and-coming designers, giving them their first wholesale offers and the clout that got here with counting Barneys as a stockist. From there, manufacturers would typically catapult to style superstardom.Those days are over: Barneys filed for chapter in 2019 and closed its shops. The rights to its mental property have been acquired by Authentic Brands Group for $271.4 million.Now, in a post-bankruptcy return, it’s purveying a totally different form of product assortment: skincare and bottled water.ABG partnered with South Korea-based Gloent Group on the brand new Barneys magnificence model, the primary use of its title on a product because the chapter submitting. The line will begin with a four-product skincare lineup, consisting of a cleanser, a serum, a day cream and a night time cream, costing from $48 to $168. The launch will even embrace the debut of Barneys New York bottled water, which is sourced from Norway and will probably be obtainable for $5.50 per 11-ounce glass bottle. Lip balm and hand lotions are set to return later this 12 months whereas future releases will embrace candles, physique care, perfume and different private care and wellness merchandise.The model will launch within the US, with plans to roll out to South Korea and Japan shortly after, and is eyeing growth to China subsequent 12 months. The assortment will probably be bought direct-to-consumer at, and also will be obtainable on Saks’ web site later this 12 months.Justin Song, chief government of Gloent, mentioned that the thought behind the road was to carry the sophistication Barneys was recognized for in its earlier life and apply it to a new class.“We actually respect the core DNA of Barneys, they have been very modern and at all times introducing one thing new,” mentioned Justin Song, chief government of Gloent. “We suppose that not solely the individuals who liked Barneys, however the folks globally who could not have recognized Barneys, will get pleasure from our merchandise and can study to like our model.”Gloent and ABG debuted Barneys magnificence throughout New York Fashion Week, the place merchandise have been used to prep the pores and skin of fashions strolling within the Tommy Hilfiger present.ABG had at all times deliberate to revive the Barneys New York model. When it closed in 2020, the plan was to open Barneys shop-in-shops in Saks Fifth Avenue’s flagship New York City retailer, a one-time Barneys rival. That imaginative and prescient got here to fruition later that 12 months with the opening of Barneys at Saks.This mannequin has grow to be the norm for ABG. It’s purchased a variety of distressed retailers or retail manufacturers lately, together with Hervé Léger, Juicy Couture, Brooks Brothers, Forever 21 and Reebok, and has discovered new methods to monetise manufacturers which might be storied however seemingly previous their prime. It’s expanded its manufacturers to new markets (ABG plans to carry Forever 21 to China, for instance) and revived manufacturers that had closed completely, like Juicy Couture, for which it now operates an e-commerce app and web site.Creating a new label — and a magnificence model at that — is unfamiliar territory. While Barneys at all times had a magnificence flooring, it was its style providing that the retailer was finest recognized for. For Barneys, current as a shop-in-shop in a competitor and as a four-product magnificence line is a far cry from its former glory because the vacation spot in New York style. But in 2022, Song mentioned that they felt that in the present day’s tradition made the Barneys strategy well-suited for the class.“We thought in 2022 the brand new luxurious proper now’s to eat properly, drink properly and purchase properly and to stay a wholesome life-style,” mentioned Song. “The [store] window as of late is the digital window, our telephones. Through this digital window, we are able to present them what this new luxurious life-style is.”

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