What: Luxury hotel chain Aman is developing even further their cosmetics line, sold both in their premises but also in prime retail locations.

Why it is important: It is all about branding: the differentiation between industries is increasingly blurring. This news is exactly the opposite echo to Selfridges having plans to open an hotel.

Luxury hotel group Aman is expanding its lifestyle product line, Aman Essentials, which began in 2018 with Aman Skincare. According to Aman Essentials CEO Kristina Romanova, this venture was sparked by customer feedback about their experiences with Aman amenities. The positive response and subsequent sales led the company to view Aman Essentials as a standalone business.

The brand now encompasses home fragrances, fine fragrances, ready-to-wear clothing, supplements, skincare, yoga accessories, and other lifestyle goods, ranging in price from $65 to $4,460. Aman Essentials is also expanding its retail distribution, branching out from selling exclusively at Aman properties to third-party retailers around the globe.

The company has been opening concessions at Harrods, Beautyaholic in Rome, LuisaViaRoma, Violet Grey in the U.S., and Neiman Marcus. This retail expansion is attracting a new customer base and broadening the brand's exposure, particularly to younger consumers.

While the majority of sales still come from on-site boutiques, the direct-to-consumer business is growing. Aman Essentials reported nearly 200% year-over-year growth in 2022 and is on target for 170% year-over-year growth in 2023.

Future products in the pipeline include a kidswear collection and skincare additions, always reflecting aspects of the Aman lifestyle. Aman is also expanding their offering in popular categories like yoga accessories and fine fragrances, following their customers' preferences.

Hospitality group Aman goes retail