"We are growing in all channels - direct-to-consumer continues to grow and our retailer partnerships continue to grow," said David Olsen, RMS Beauty's chief executive officer and managing director. He highlighted their work leading to the partnership with Ulta, marking a significant step in expanding brand accessibility and appeal. This strategic move aims to reach new demographics while enhancing their presence in the beauty market, underlining a clear focus on continued growth and innovation in retail.
"The power of visualization is real." said Olsen as he reflected on RMS Beauty's successful journey since Highlander Partners' investment, where he envisioned their partnership with Ulta, which was achieved. His methodical approach towards ambitious goals showcases a strong belief in strategic planning, which drives results and supports achieving significant revenue growth and market presence over the coming years.
Swift expressed her enthusiasm regarding the partnership, stating, "It has a really good audience for mature women, and the people I talk to always asked when I would be in Ulta." This reveals her strategic insight into market needs, especially aiming at Gen X customers, as well as customer demands fueling this collaboration. The focus on mature audiences aligns with broader trends in the beauty industry and highlights RMS's commitment to meeting specific consumer demographics.
RMS Beauty's impressive performance is indicated as Olsen shared, "Our sales in Bluemercury are up 1,000 percent in the last three years, we're in the top three brands in Credo, and now we're heading into Ulta." This significant growth reinforces the brand's increasing popularity and adaptability within the competitive beauty landscape, setting the stage for further expansion in new retail environments.
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