Dive Brief:
- Expanding its distribution channels, hair care brand Ceremonia on Friday opened a permanent flagship store in the SoHo neighborhood of New York City, according to a company spokesperson. The opening marks Ceremonia’s first brick-and-mortar store, according to details shared with Retail Dive.
- Located at 413 Broome Street in New York City, the brick store’s exterior was painted in the brand’s signature yellow. The retail space is 750 square feet and sells the brand’s entire collection, though it will eventually also feature exclusive products as well as third-party brands.
- Ceremonia’s new flagship adds to the brand’s distribution through its own e-commerce website and at various wholesale retailers, including Sephora, Credo Beauty and The RealReal.
Dive Insight:
Ceremonia’s flagship store opens about three months after the brand raised fresh funds.
The hair care brand — which positions itself as being rooted in rooted in Latinx heritage — in April raised $10 million in a Series A funding round led by Sandbridge Capital, according to reporting from Women’s Wear Daily. Sandbridge Capital boasts a portfolio of beauty brands, including Ilia and Youth to the People. The funding round also included participation from existing investors Silas Capital and Female Founders Fund.
Ceremonia launched in 2020 with a focus on offering what it calls toxic-free formulas featuring key natural ingredients from Latin America. The brand outperformed its revenue expectations by over 50% six months after its launch, according to a press release from Silas Capital in May 2021. At the time, Silas Capital said that Ceremonia had raised a total of $3 million in seed funding.
The hair care brand was inspired by founder and CEO Babba Rivera's mother's approach to beauty and father's love for hair. Ceremonia sells products including shampoos, styling gel, hair towels, headbands and more.
