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Saks OFF 5TH Continues Private Label Push With Beauty Collection Launch

Saks OFF 5TH Continues Private Label Push With Beauty Collection Launch

Saks OFF 5TH, the off-price branch of Saks Fifth Avenue, is taking steps to boost its private label business with the introduction of an exclusive beauty collection, Fifth City. The beauty essentials line will launch with more than 35 products, including face, lip and eye makeup, brushes and accessories.

The growing number of private label lines comes as the retailer seeks to expand its exclusive merchandise assortment to complement its designer products.

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In September 2018, Saks OFF 5TH launched The Next Generation, a collection of five fashion brands — Ava & Aiden, RENVY, Pure Navy, NHP and Russell Park. These brands were initially brought to market by Gilt, which parent company Hudson’s Bay Co. acquired in January 2016 before selling it to Rue La La in June 2018.

Three months later, the retailer launched “Le Cloud,” an inclusive-size apparel collection for women designed by celebrity stylist and costume designer Leesa Evans in partnership with comedian Amy Schumer.

Apparel off-price retailers such as Nordstrom Rack and T.J. Maxx also have developed private labels, but they tend to work as margin builders rather than differentiators, as the Saks OFF 5TH brands appear to be. The differentiators may be necessary for Saks OFF 5TH, which is potentially shuttering up to 20 locations as part of a fleet review.

With items priced from $4.99 to $60, Fifth City products are available at select U.S. stores and on saksoff5th.com.

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