Although the L’Oréal-owned brand has several sites in nearby New Jersey, this was its first in New York City. It is the largest to date, with more than 2,000 SKUs. Expectations are that it will pump out sales exceeding $1,000 per square foot.
The NYX brand is exhibiting meteoric sales gains in major chains such as Target Corp., CVS Pharmacy and Ulta Beauty. While its company-owned stores could pose a challenge to those doors, chief executive officer Scott Friedman has a different perspective.
He maintains that the NYX stores build even more visibility for the brand, which drives shoppers into such stores as Ulta. “The more people understand NYX, the more they shop our partners,” he says.
The burgeoning NYX retail operation has quickly established itself as a plugged-in venue where customers can scan products for video tutorials and post their own images wearing NYX.
Even New Yorkers who have virtually every beauty purveyor in the country at their doorsteps lined up for the grand opening. New to this store is an area offering master classes in beauty techniques.
There is also a unique “sculpture” comprised of iPads and cellphones with real customers wearing NYX. The color stories in the images change based on customers standing near a transponder that activates the photos. For example, someone in a blue coat ignites the photos to star people with blue eyeshadow.
NYX expands into California and Florida next, as shoppers continue to clamor for its mix of edgy products at value pricing.