According to a Reuters story, discount beauty retailer Ulta Salon Cosmetics and Fragrance Inc. announced it will be rolling out men's grooming boutiques inside most of its stores by early August.
The report says Ulta’s CEO Chuck Rubin said at the Reuters Consumer and Retail Summit that creating space for men should increase sales of those items. Rubin said men’s grooming items were “spread around different parts of the store,” and that pulling the items together for a grooming boutique is “appropriate."
The new boutiques for men will include Procter & Gamble's "The Art of Shaving" line, electric razors, cologne and hair care lines.
Ulta has been working to differentiate itself from its competitors as a one-stop destination for beauty supplies, fragrances and even haircuts.
Rubin admitted that even with more men coming into Ulta stores, the grooming boutique will remain a minority of Ulta's $1.45 billion revenue.
"While I think the men's grooming shop may increase the number of men who shop, the bulk of the products will still be bought by (a woman) for her significant other," Rubin said in the story.
