J-beauty brand DHC has launched in all 1,124 Ulta stores, according to a report published by WWD. Ulta will sell five hero products from the Tokyo-based brand’s range in store, while 18 SKUs will be available online.
The move is part of a wider strategy on the part of DHC, says WWD, to shift from catalogue sales to bricks and mortar and online. The brand’s sales are estimated to have increased in the triple digits last year in the UK, while in the US, a presence on Amazon and in Riley Rose has boosted revenue.
From Ulta’s perspective, the arrival of the brand is part and parcel of its renewed focus on prestige skin care – the retailer has also welcomed Peach & Lily, Kopari and Elemis to its shelves in the last 12 months.