Wolf & Badger, the fashion retail renowned for its unique approach to and the discovery of the most exceptional independent brands on the market is branching out and adding beauty brands to its ever expanding business (they currently house over 600 labels).
Providing exposure for the best emerging brands is what sets Wolf & Badger apart and this will continue as it ventures into new markets like the beauty sector. Fans of the brand will now be able to get their beauty fix with an edit of the most covetable independent brands available in the beauty world.
On why the business has decided to diversify their product offering, Wolf & Badger Creative Director, Henry Graham, comments: ‘We are regularly approached by a variety of great brands wishing to sell with us which don’t sit within the traditional merchandising mix we carry online or in store. Historically we have said no to them, but with customer demand burgeoning for certain categories, there was no longer any reason why we shouldn’t be showcasing and selling certain other product types alongside our existing range. We have always been known for selling the best under-the-radar independent brands and moving into beauty was the natural next step.’
The beauty edit will comprise a selection of luxurious brands that value the importance of organic and natural qualities, as well as sustainability. One of the reasons for seeking brands with this focus is due to recognition by Wolf & Badger of the importance of sustainability and ethical consciousness. Henry Graham adds that as well as high quality products, brands ‘must also be considerate of the impact of their production processes and be as sustainable and ethical as possible – this is hugely important to us as a business’. This edit of natural beauty brands will include brands such as Skin & Tonic, Handsome London and Art de Parfum, and will offer customers a selection of products that focus on personal wellbeing as well as general grooming, suitable for both men and women.
Wolf & Badger aims to carry around fifty brands by the end of 2016 and will continue to carefully assess and gradually expand these ranges based on the feedback from their customers.