January 22, 2021

Bumble and bumble Primed for Expansion, Starts With Ulta Beauty Launch

With prestige hair sales on the rise, Bumble and bumble is primed to double its business.
The Estée Lauder Cos. Inc.-owned hair brand — historically known as a stalwart of the professional salon category — is embarking on an ambitious strategy that includes distribution expansion, a web site redesign, influencer-backed product launches and a refashioning of its flagship Meatpacking District salon. Industry sources say Bumble today is a $100 million brand, and project it could double that number in three years.
The first step is a big distribution move: expansion into Ulta Beauty. Bumble will launch online in August on ultabeauty.com and in 500 of the retailer’s doors in September.
“Ulta is obviously one of the fastest-growing retailers in beauty and has a particular strength in the [hair] category,” said Zach Rieken, global general manager of Bumble and bumble.
Bumble, Rieken said, will live in a new section of Ulta stores dedicated to prestige hair brands. The brand’s in-store assortment at the retailer will focus on key cult franchises, with clear signage that calls out popular ranges that consumers may already be aware of, including the Hairdresser’s Invisible Oil, Bb. Thickening, Surf and Bb. Curl product ranges.
Bumble isn’t the first Lauder-owned brand to enter Ulta this

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