Beauty Store Business

FEB 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 20 of 51 | February 2019 19 Los Angeles-based retail guru Ron Robinson scores omnichannel success thanks to an uncanny ability to predict trends across categories–and, o en, kick-start some of his own. By Tracy Morin on Robinson has a knack for knowing what's next. Forty years after launching his brand, he is the owner of two eponymous stores in the Los Angeles area–one on iconic thoroughfare Melrose Avenue and a flagship in coastal enclave Santa Monica–as well as Robinson constantly keeps his finger on the pulse of various categories, including fashion apparel for men, women and children; home accessories; and, of course, beauty. As a result, he has developed a passionate fan base and booming brick-and-mortar success. So what's his secret? The legendary retailer consistently anticipates and creates trends, bottling the unique elements his customers crave in-store: a carefully curated product collection that even seen-it-all L.A. natives flock to–all painstakingly presented against an artsy, community-building backdrop. "Product is the key to everything. It's always necessary to select the right product. But you also want the right canvas or platform so it expresses exactly what we want, and what the manufacturers intended to express," Robinson explains. "When you see the stores, you get a clear idea of what we do and how we do it; everything has a very selective, curated approach." Here, Robinson discusses how he lays down the successful strokes of his brick-and-mortar and online outposts like a true artist.

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