Shiseido/Intimate Brands
This article was originally published in The Rose Sheet
Executive Summary
Test doors housing 300 "highly differentiated" prestige beauty care products under recently developed undisclosed brand name launching in 10-15 locations in spring 2002, Intimate Beauty President/CEO Robin Burns announces Oct. 10. New brand is the result of joint venture capitalizing on Shiseido R&D and Intimate Brands' marketing expertise (1"The Rose Sheet" Sept. 18, 2000, p. 3). Designed by architect David Collins, who also has created Victoria's Secret Beauty stores, the new doors cost $7 mil.-$10 mil., Burns says. Previously slated to open this fall, test doors are precursor for a planned 500 open-sell, free-standing doors. Joint venture brand is "well-positioned" to achieve expected $1 bil. in sales, Burns notes