Neiman Marcus Expands Beauty Service Offerings

Neiman's is enhancing its beauty service offerings in hopes of increasing foot traffic.
The luxury retailer is partnering with Hudson Blvd Group on a multibrand beauty destination called Blvd. It will assemble services from DreamDry, Pucker, Valley Nails and Spruce & Bond at Neiman's Short Hills, N.J., location starting on Friday, followed by Hudson Yards in Manhattan, slated to open March 15.
According to Robin Moraetes, president of Hudson Blvd Group and cofounder of DreamDry, said Blvd brings "the best in beauty service brands together under one roof, and offering clients their favorite specialty beauty brands in one convenient, luxury experience."
Blvd's offerings span hair, nails, eyelash extensions and treatments such as brow-shaping and tinting. Neiman's previously partnered with Hudson Blvd Group in 2017 to open DreamDry hair salons in its Atlanta and Las Vegas doors. That partnership was another play at boosting foot traffic. Blvd aims to do the same, though its locations have changed to match the concept.
"Neiman Marcus has been devoted to offering luxury experiences with the highest level of customer service since 1907,” noted Robert Hughes, senior vice president of stores at Neiman Marcus, calling the partnership with Hudson Blvd Group one that puts Neiman Marcus "at the forefront of retail innovation through the introduction of a personalized beauty services experience that helps our customers look and feel their best."
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