Estée Lauder Companies (ELC) has launched Bumble and Bumble at SalonCentric Stores across the US.
The hair care brand’s products will be available at SalonCentric’s more than 850 stores across the country, as well as its website saloncentric.com and mobile app.
Bumble and Bumble’s tie-up with the US’s biggest distributor of professional products is a significant expansion of the line’s availability among beauty professionals.
The partnership will make available products such as Surf Spray and Bb. Hairdresser’s Invisible Oil to more than 1.2 million professionals across North America, and is “designed to drive in-salon adoption, client recommendation, and repeat professional replenishment”, ELC said in a statement.
ELC hopes the move will strengthen Bumble and Bumble’s long-term retail performance and market reach.
“Bumble and Bumble has always been a brand built by pros, for pros, and our partnership with SalonCentric allows us to bring our education, artistry, and iconic products to more stylists than ever before,” said Shane Wolf, President of Global Brands at Bumble and Bumble and Aveda.
“This expanded access, aligned with ELC’s Beauty Reimagined strategic vision to increase our presence in preferred channels, allows us to drive adoption behind the chair and build stronger, long-term relationships with professionals nationwide.
“It is a deliberate step to advance our position and reaffirm our commitment to hairdressers and the professional community we helped build.”
Distribution will also continue directly to Bumble and Bumble’s existing salon network.
As part of the partnership, the brand will expand its on-demand and in-person education to help pros build deeper product knowledge and access business-building resources, as well as artistry techniques.
This will take place via in-person events, digital livestreams, and both long- and short-form content.
Sheri Doss, Head of Education at Bumble and Bumble, said: “Our mission is simple yet profound: to elevate the craft, honour the artist, and shape the future of professional hairdressing, one class, one cut, and one creative at a time.
“Every stylist deserves access to education that sharpens skill and fuels confidence behind the chair.”
ELC’s Beauty Reimagined strategy launched last year to boost flagging sales, and has seen a number of its brands expand its distribution to reach more consumers.
Aveda, Origins, Bobbi Brown Cosmetics, MAC Cosmetics, Estée Lauder and The Ordinary have all launched on Amazon in the past year.
ELC also recently turned to retail platform Shopify to improve its online infrastructure.