The acquisition of Harmon Face Values by Bed Bath & Beyond moved the home specialty retailer beyond home products and allowed the company to expand its presence in the health and personal care marketplace. Now, Bed Bath & Beyond and Harmon are evolving their multi-faceted beauty merchandising direction.
Today, consumers looking for a variety of health and beauty products are able to shop Harmon in a variety of ways. In addition to the 50 standalone Harmon stores in New York, New Jersey, Connecticut, Florida and Pennsylvania, the brand has a national presence with store-within-a-store shops in Bed Bath, Christmas Tree Shops and buybuy Baby locations.
As Bed Bath has integrated Harmon, both from a corporate standpoint and within its stores over the past decade-plus, there has been a continual evolution in how the company buys a variety of personal care products, which include hair dryers and related hair care tools, vanity mirrors, shavers and other personal grooming appliances.
An interesting aspect of Harmon is the efforts its buyers clearly make to differentiate product assortments carried by Harmon stores and those found within the Bed Bath & Beyond Harmon shops. Recent visits by HomeWorld Business to a Harmon standalone store in Commack, NY, and a Bed Bath & Beyond store with an integrated Harmon shop in Bohemia, NY, showed much more shelf space devoted to hair care, oral care and grooming appliances at the standalone Harmon location.
Steven Temares, CEO, Bed Bath & Beyond, said in a recent quarterly conference call that the company has been working to evolve its “merchandising carry and to improve the look and feel of our stores.”
To further its merchandising evolution, Bed Bath & Beyond is also including a Harmon shop within the new Bed Bath store slated to open in Brooklyn. Known as the Liberty View project, the location will include Bed Bath along with Harmon, buybuyBaby and Cost Plus World Market.
Temares noted the company’s multiple concepts, including Harmon, must first look to fulfill consumer needs rather than focus on financial gain. “How Cost Plus does versus Pier 1 is less important to us than, ‘how does it help us service a customer?’ The acquisitions and concepts are all great clay for us to do more for our customer, to understand that customer, their life stages, their interests, target market them and talk to them on a one on one basis and really earn a place in their life,” he said.
With this goal in mind, Temares said the new Brooklyn location, “will become a shopping destination where our customers can have fun and productive shopping experiences.”
He added, “We’re creating a unique shopping venue to showcase our ever increasing and evolving merchandise assortments and we are further integrating our omnichannel capabilities to provide a more experiential shopping environment.”
Where Harmon will inevitably fit into Bed Bath’s overall growth plans is still to be seen, but investments are clearly being made to help support the personal care oriented retail brand both in-store and online.
For more on Harmon and Bed Bath & Beyond, see the Chain Drug Report in the June 20, 2016, issue of HOMEWORLD BUSINESS®. This issue also includes the Health & Wellness Report, featuring market analysis of key health and wellness housewares categories.