Drybar unveiled a new styling and product concept shop in Bethesda, Maryland, this week. It's the first of the chain's 83 shops to include a six-chair styling area where customers can choose from a menu of styling services.
Unique to other locations is the upfront product area, where customers can try on more than 40 items and experience a complimentary consultation with a Drybar expert.
"Our new Concept Shop lets our clients explore more in-depth and play with the entire product line, as we’ve learned the value of being able to try before you buy in the beauty space," the company said in a statement.
Features of the original stores will also be in the place, including the 12-chair blowout and shampoo stations. Services will be available on a walk-in basis, with customers checking in via Drybar bartenders who walk around with iPads.
The atmosphere was excitement for the launch as a live DJ spun tunes and guests were greeted with champagne and sweet treats at the upgraded Bethesda location.
Founder Alli Webb was in attendance to demonstrate some of the interactive technology and talk with consumers. She admitted that Dry Styling is a perfect option for walk-ins, telling FierceRetail that "giving women the option to pop in for a quick touch up is a great way to experience Drybar on the go."
Webb added that the Drybar product line now accounts for 30% of the business, so the new space is a great way to highlight these items.
"When we first launched our products and tools, we thought they would be used exclusively by our stylists in the shop. It’s been a wonderful surprise to see how our product business has evolved into a huge portion of our business. I am so humbled by the number of women who use our products and it never gets old to hear their favorites and the scents they can’t get enough of," Webb said. "Our new Concept Shop lets our clients explore more in-depth and play with the entire product line, as we’ve learned the value of being able to try before you buy in the beauty space."
Drybar will also use these shops to test new products and services such as a Drybar-scented candle, which is rolling out for the holiday season.
So will customers in other cities be get to experience this concept soon?
"We’ve launched this store literally as a concept—we’re testing it out to see how it works! So we’ll see how it goes!," Webb said. "I can say that the response thus far has been incredibly positive, and we’re excited to get feedback from our D.C. clients over the coming weeks and months."