Dive Brief:
- Growing its wholesale presence, hair color and salon company Madison Reed has launched on Walmart’s website and in select stores nationwide, according to details shared with Retail Dive.
- The brand is offering 28 SKUs in more than 1,500 Walmart stores and on Walmart.com.
- Madison Reed’s lineup at the mass retailer includes its Radiant Hair Color kit in 14 shades, Root Perfection in five shades and its Color Therapy Mask in four shades, among other products.
Dive Insight:
Madison Reed’s entry into Walmart bolsters the brand’s commitment to quality at a reasonable price point.
“We believe that access to our prestige product should be available to everyone,” Madison Reed CEO and founder Amy Errett told Retail Dive. “We're sort of empowering our guests to choose when and where they purchase our products and where they color their hair. ... We know the Walmart shopper wants quality and they want value.”
The hair care brand already sells through wholesale partners, including Target and Ulta Beauty, though it maintains a strong direct-to-consumer presence. Madison Reed sells through its own website and provides hair coloring services through its 87 Hair Color Bars.
To remain competitive with the various other hair color products sold at such retailers, Madison Reed relies on its product selection and brand story, Errett said. Although some of its products sell at a different price point than some of its competition, the chief executive says that the brand’s focus on being female-founded and centered around empowerment stands out.
Madison Reed is focused on growing all of its distribution channels, and product expansion has also ramped up, Errett added.
“We just introduced our first bond-building treatment,” the executive said. “And that's just an example of where I think we have the ability to develop more and more products that are focused on specifically people that color their hair.”
Setting its sights on growth, Madison Reed in July hired Angela Jaskolski as its first chief revenue officer, who is tasked with building new revenue streams for the company. In April, the hair color company expanded its existing loyalty program for at-home and Hair Color Bar clients with new tiers and perks, which Errett says is performing well so far.
“I've always got my eyes wide open to the fact that you have to pay attention to what's going on,” she said. “You keep tweaking things as you learn more about your customers. ... The most important thing is what do the customers want? What do they desire and how do we make ourselves very guest-centric?”
