Jen Atkin’s Ouai Hits Bendel’s, Turns One

NEW YORK — Ouai Haircare might have been born online — on Instagram specifically, where its founder, chief executive officer and celebrity hairstylist Jen Atkin has 1.9 million followers — but the brand is about to get a freestanding retail presence by way of a pop-up at Henri Bendel. In partnership with Dyson, which late last year introduced its Supersonic hairdryer, the Ouai x Dyson Supersonic Styling Studio opens to the public March 10. Open through April 30, the 450-square-foot space, located on Bendel’s second floor “Breakfast Nook,” is Ouai’s first shop-in-shop. In addition to carrying Atkins 18-product range, styling services will be available every Tuesday through Saturday from 11 a.m. and 6 p.m. Four stations, outfitted with Supersonic hairdryers and all things Ouai, offer four different dry styling options: the sleek The Fifth Avenue; tousled Waldorf Waves; a half-up Uptown topknot, and The Bendel Braid. Ouai is a digital brand first, but the hybrid retail and styling space serves as a branding element that could live off-line, according to Andrew Knox, copresident of Ouai Haircare. “It would be great to have the sales, but we’re truly looking at it from a branding and marketing position — as an event space and definitely a

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://ift.tt/2m4OKlE
via IFTTT