Lush to open new stores in Macy's

Lush and Macy's announced the plans to open eleven in-store shops by the end of October 2007 with the possibility of rolling out into new locations depending on their success.

The decision follows the success of the five already existing shops within Macy's in Illinois and Michigan.

For Lush, specializing in fresh, handmade bath and body products, the move to open stores nationwide within Macy's is an attempt to secure its position as a significant brand in the US market, and satisfy American consumer demand.

"We have a huge pent up demand for the brand in the US after years of only a mail order offering into the market," explained North American CEO Mark Wolverton, adding that Macy's represents the perfect option for the company in terms of its US expansion.

In addition, the company has a rollout program of 60 stores per year, including street front stores, stores in malls and airport stores.

For Macy's the move can be linked to its strategic priority of improving merchandise assortments in order to attract customers, in particular concentrating on products that are unique and not widely available elsewhere.

The company states that in 2006 over a third of its sales came from unique and distinctive products.

Macy's will be the unique retailer of Lush products outside of its own stores, as well as offering its consumers a select range of products only available at Macy's.

According to the company such strategic partnerships involving exclusive ranges and limited edition merchandise is part of Macy's history and heritage .

"Lush is innovative and exciting - a perfect match for Macy's" added Debbie Murtha, senior vice president for cosmetics and Macy's Merchandising Group.

The bath and beauty products company is currently trading in 42 countries worldwide with over 470 stores, offering fresh, handmade products that contain no animal ingredients.

In addition, Lush promises that there has been no animal involvement in the testing of its products.