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2 Apr

Tangle Teezer U.S. Expansion Plans Are Paying Off

Kim Kardashian and the Oscars’ goodie bags have helped British founded hairbrush brand Tangle Teezer to capitalize on its U.S. expansion plans.

The corporate has been working for the past few years to realize traction within the U.S. and its latest set of results showed that work has come to fruition.

The U.S. is now Tangle Teezer’s largest market, with sales surging 133 percent in 2021. It entered the U.S. through doors at Ulta Beauty, however it now also available at Goal, Walgreens, Sephora, CVS and Nordstrom.

The brand’s work with celebrity stylists akin to Chris Appleton has helped it in its mission, as he has used the comb on celebrity clients akin to Kardashian. It was also included within the Oscars’ goodie bags.

Sales also grew in other key markets, with China and Japan increasing by 60 percent and 43 percent, respectively. European sales grew 34 percent, and sales in the remaining of the world were up by 60 percent.

Overall, it delivered record sales of 43.5 million kilos in 2021, up 47 percent from the prior 12 months when it made 29.6 million kilos, in keeping with the corporate. Earnings before interest, taxes, depreciation and amortization increased by 67 percent to a profit of 9.7 million kilos over the identical period.

James Vowles, chief executive of Tangle Teezer Ltd., said: “We began 2021 with a core goal of dramatically growing our footprint and brand awareness within the U.S. and Asia. Because of the exceptional work of our global team, the expansion of existing ranges and retail relationships, and entrance of latest categories like scalp care, we’re surpassing lots of our ambitious targets.

“At home within the U.K., we’ve got also maintained our momentum, grew market share and establishing numerous successful latest partnerships,” he continued.

Last 12 months, Tangle Teezer expanded its core product range and entered adjoining hair care categories, helping the corporate to succeed in more customers. Specifically, sales within the styling category delivered strong growth, driven by the launch of the Ultimate Styler toward the tip of the 12 months.

Detangling and accessories categories also continued their strong momentum. In 2021, Tangle Teezer expanded “The Wet Detangler” product family through introducing each large and small versions of the product line, and variants for superb, fragile and naturally curly hair. It also entered the scalp segment, with the launch of the brand new scalp exfoliator and massaging brush, which recorded strong results the corporate said.

The Pet Teezer brand also recorded significant growth of 54 percent, underpinned by global expansion and latest product innovations. As previously reported by WWD, buzzy beauty mainstays, including CBD and vegan hair dye, are making their way into products for pets.

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