What: Bloomingdale's is significantly expanding its hair care product line in-store, leveraging its Carousel concept to introduce over 30 new hair products, accessories, perfumes, and tools.

Why it is important: This initiative marks a strategic pivot towards catering to the growing consumer demand for hair care products within department stores. By enhancing its in-store offerings, Bloomingdale's aims to capitalise on this trend and further solidify its position in the luxury retail market.

Bloomingdale's is set to revolutionise its approach to hair care starting in March, offering an extensive range of hair care products, accessories, and tools through its Carousel concept at select locations, including its 59th Street flagship in New York City. This move introduces the first-ever dedicated hair care theme within the Carousel, an innovative retail concept launched in 2019 that showcases themed product selections. The initiative will feature new brands to Bloomingdale's such as AG Hair, Isles Formula, IGK, and others, with special in-store activities like product demonstrations and styling sessions to engage customers directly.

This strategic expansion comes as Bloomingdale's parent company, Macy's, Inc., announces significant changes, including the closure of 150 Macy's locations and the expansion of Bloomingdale's and Blue Mercury's physical footprints. Bloomingdale's aims to open 15 new stores in the next three years, highlighting the brand's growth strategy and its focus on off-price retail. The move to enhance hair care offerings in-store aligns with a broader trend across department stores, recognising hair care as a key growth category. Marissa Galante Frank, fashion director at Bloomingdale's, emphasises the importance of meeting customer demands and simplifying their shopping experience as the driving force behind this initiative.

Bloomingdale’s becomes latest department store to lean into hair care