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eSalon Expands Distribution Beyond The Direct Channel

May 17, 2018: 12:00 AM EST
Hair color brand eSalon is expanding beyond the direct-to-consumer channel by introducing its products on the QVC home shopping channel and in 1,500 CVS stores. The rationale is new customer acquisition, according to CEO and co-founder, Francisco Giminez. The brand used to rely on paid promotion on social media, but Giminez believes that a move into mass retail could double the 15,000 new customers it currently acquires each month. The company has been growing fast and recently relocated to a new and larger headquarters in in El Segundo, Calif., which includes office space and production facilities.[Image Credit: © eSalon ] 
Ellen Thomas , "D2C Hair Color Brand eSalon Moves Into Retail", Women’s Wear Daily, May 17, 2018, © Penske Media Corporation
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