BERGDORF GOODMAN OPENS MEN’S SELF-CARE SHOP
Bergdorf Goodman has opened the Men’s Self-Care Shop, a new retail concept within its Manhattan menswear store. The shop represents the retailer’s first dedicated grooming destination, catering to sophisticated clients and offering an array of new, noteworthy, and exclusive products.
The Men’s Self-Care Shop, which is located on the main floor of Goodman’s, merchandises items by function, such as sleep, hair care, nutrition, post-workout, among others. The shop was designed to provide customers with a curated assortment, displayed intuitively to allow consumers to discover and purchase based on their individual needs.
Brand highlights from the Men’s Self-Care Shop include skincare from 111 Skin, Augustinus Badar, and Barbara Sturm; grooming brands such as Acqua di Parma, Iles Formula, Jupiter; nutritional goods including 8 Greens, 27 Rosiers, Shore Magic, and The Organic Pharmacy; sleep selection from Amly and Anatomē; bath products by Claus Porto, Salt, Soeder; and post-workout solution products such as Theragun and Asystem.
“With the Men’s Self-Care Shop, the BG beauty team and I wanted to create a helpful, intuitive shopping experience by organizing products by category to best address each customer’s individual needs and interests,” said Bruce Pask, men’s fashion director at Bergdorf Goodman and Neiman Marcus. “We noticed an increase in the introductions of life-enhancing products made specifically for men so we felt that it was a great time to present an offering of our favorites to our discerning customer.”
The Men’s Self-Care Shop experience will extend online through Bergdorf Goodman’s digital channels. The e-commerce platform will feature “Bruce’s Guide,” a curated offering reflecting the shop’s products, and fresh editorial content focusing on men’s grooming tips.