E.l.f. Brands has expanded into the fragrance market with a limited-edition collection called E.l.f. Pop, launching on Monday. The debut lineup, titled Spicy Bundt Nice, captures the essence of Norwegian winters through its scent profile of holiday spice cake, orange zest, cardamom, butter cream frosting, cedarwood and musk.
New Products and Category Expansion
The E.l.f. Pop line features a fragrance mist and body cream priced at $13 each, while a travel-size kit retails for $12. All items in the collection are vegan and cruelty-free. The company plans to release additional scents in January.
“Fragrance is a unique form of self-expression; it is personal and customizable,” Oshiya Savur, chief marketing officer at E.l.f. Brands, stated. “Body care transforms an everyday necessity into a ritual of self-care and indulgence.”
Pet Products and Retail Leadership
The bed includes slots for plush charms inspired by Jibbitz, and the collection extends to toys, collars, and leashes.
“This collection is an evolution of that first product, it’s not a novelty purchase, it’s an identity purchase.”
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Meanwhile, Fleet Feet, the specialty running retailer, has promoted 20-year company veteran Jason Jabaut to president. He will oversee marketing, digital efforts, vendor management, and franchise operations.
“Jason understands Fleet Feet from the inside out and has earned the trust of our entire organization,” Joey Pointer, CEO of Fleet Feet, said in a statement. “He knows our people, our partners, and what’s made this brand special for 50 years.”
The retailer also expanded the scope of several executives and hired new leaders to bolster its operations. Dani Tiltgen has been named senior vice president of human resources, Matt Werder is now senior vice president of retail operations, and Stacey Donley is vice president of merchandising and supply chain. New appointments include Mike Druta as vice president of data analytics, Blake Bommelje as director of information security, Maddy Eppli as director of strategy, and Jesse Isola as director of customer retention.
Athleta’s Leadership Changes
In the company’s most recent quarter, the brand’s net sales and comparable sales both dropped 12% compared to the previous year.
The U.K.-based company bought 16.6 million shares of the sporting goods retailer in late September, according to an SEC filing. The move comes as Under Armour is in the midst of a turnaround, with revenue falling 3% in Q1 to $1.1 billion. The Frasers Group portfolio includes Jack Wills, Sports Direct and more.
