Violet Grey is opening a brick-and-mortar store as a shop-in-shop at Hirshleifers in Manhasset, New York.
The beauty retailer is opening a shop-in-shop at Hirshleifers, the family-owned department store in Manhasset, N.Y. It’s the first big move since Violet Grey’s founder Cassandra Grey purchased back the business, alongside Sherif Guirgis, from Coupang-owned
“There are so many people who don’t know about Violet Grey, and when they hear about it, people really have affection for the story,” Grey said. “That’s how I feel about Hirshleifers — in the same way I’m obsessed with Zitomer’s, Colette, old Dior stores and of course, Barneys New York.” Grey and Guirgis posited that both retailers have a focus on curation, which made the partnership a natural fit. “They have never had beauty — they have Chanel beauty in a shop-in-shop, and some candles and ancillary stuff for gifting, and they wanted us to curate a Violet Grey edit for their store,” Grey said.“We’ve been longtime fans of Cassandra and her amazing vision.
To that end, Grey has merchandised the shop-in-shop — concepted as larger-than-life medicine cabinets — that belong to both Hirshleifers, as well as herself. “Our edit is so tight already,” Grey said. “As the founder, people ask me what I use, and this is not merchandised by brand. It’s merchandised by what we use in our routines. It feels alive. We’ve seen that in editorial before, but not in“Hirshleifers has a loyal base of high-spending clients,” Guirgis said.
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