Expansion Strategies

A presence in off-price retail channels, which include Marshalls, TJ Maxx, Nordstrom Rack and Saks Off 5th, has long been a sensitive subject among beauty brands based on the fear that selling marked-down products will equate to brand equity dilution. But a peek inside some of these off-price retailers now reveals a wide and elevated assortment of products by brands including Too Faced, Patchology, Mario Badescu, The Ordinary and Elemis. And these brands are being displayed on premium gondolas, rather than the basic display shelves of yesteryear.