Lord & Taylor hires Bobbi Brown, opens justBOBBI concept shops
Bobbi Brown has a new job title after stepping down from her namesake beauty brand in December. The beauty expert has joined Lord & Taylor as a creative consultant, kicking off the new partnership with the opening of justBOBBI concept shops at select Lord & Taylor locations and online.
The new concept shops are designed to provide customers with a 360-degree view of Bobbi’s holistic lifestyle with wellness and beauty products, apparel and accessories from brands such as Super Elixir, Dr. Frank Lipman, Hudson Jeans, and Giles and Brother, as well as philanthropic t-shirt brands good hYOUman and n:Philanthropy.
The justBOBBI shops also house an exclusive Parker Thatch tote designed by Bobbi that features text from an 1861 Lord & Taylor advertisement, and her New York Times best-selling book, 'Beauty from the Inside Out'. In addition, the department store will produce digital content with Bobbi every week, including live streams and videos, beginning on April 21.
"I'm thrilled to partner with a store as iconic as Lord & Taylor as I embark on this new chapter with justBOBBI," said Bobbi Brown. “It's the perfect opportunity to share my insight, knowledge and passion with consumers and help revolutionize the way we experience beauty and wellness."
The new partnership with Lord & Taylor marks Bobbi's first major partnership since her departure from Bobbi Brown Cosmetics. Bobbi in December stepped down from her role with the Estée Lauder-owned brand to explore the next phase of her career. She founded her namesake beauty company in 1991 and remained with the company after its acquisition by Estée Lauder in 1995.
The justBOBBI concept shops will be showcased at Lord & Taylor stores in New York City, Garden City, NY, Westchester, NY, Stamford, CT, Bobbi’s hometown of Oak Brook, IL, and the Lord & Taylor website. The space will be updated monthly with seasonal items personally selected by Bobbi.