Kneipp Sets Goals on 100 U.S. Stores

Kneipp Sets Goals on 100 U.S. Stores Faye Brookmanhttp://fayebrookmancom.wordpress.com With U.S. consumers seeking natural beauty products, Bavaria-based Kneipp, has big plans for U.S. freestanding store expansion. Founded 125 years ago by Sebastian Kneipp, the line of bath and body products are plant based, all natural and mostly vegan. Over the past year, Kneipp opened eight units in the U.S. with blueprints calling for eight to 10 more before the end of this year. The code name "Project 100" reveals the long-term store goal, which Christoph Hirschmann, Kneipp's chief executive officer, believes can be achieved in the next five to six years.  The entry point has been prime shopping centers in the Northeast such as Roosevelt Field in East Garden City, N.Y. and King of Prussia Mall in King of Prussia, Pa. "We believe this part of the U.S. is closest geographically and culturally to Europe," Hirschmann said. "We plan to start there and expand. Once we have it right, it won't be difficult to open 80 more from there. Our business model is scaleable." The timing couldn't be better for the line, which includes ingredients such as calendula, lemongrass and olive. Market research expert Kline estimated the natural beauty and personal-care market represented $36 billion in manufacturer sales in 2015. Industry sources predict natural personal-care Follow WWD on Twitter or become a fan on Facebook. Read More... Fashion 3