Key Takeaways
- Living With Ivey will open a new location in Southampton this summer, followed by a Tribeca store in the fall.
- Founder Ivey Leidy aims for sales to increase fivefold this year, leveraging her significant Instagram following.
- The retailer plans to expand to affluent areas, including Dallas and Connecticut, while launching its own product line in July.
Living With Ivey is set to debut in Southampton this summer, enhancing its presence in the affluent Long Island beach community. A second location will open in New York City’s Tribeca neighborhood in the fall. This beauty and lifestyle retailer, which currently operates three locations in South Florida, offers a diverse range of products, including over 180 brands focusing mainly on beauty and wellness.
The best-sellers include notable names such as Augustinus Bader and RMS Beauty, with the retailer seeing significant demand for supplements, skincare, and makeup products. Founder and CEO Ivey Leidy is optimistic about a projected fivefold increase in sales this year, largely fueled by her social media presence. With 72,400 followers on Instagram, Leidy effectively engages her audience by sharing fitness tips and authentic product recommendations. For instance, a recent post showcasing Goldfaden MD’s $95 serum sold out within hours.
Leidy emphasizes the importance of transparency with her customers, stating, “I’ve earned this trust.” This approach has helped establish a loyal customer base, which is crucial as Living With Ivey expands its physical presence. Following its initial openings in Florida, the retailer plans to establish three new locations annually in affluent regions like Dallas and Greenwich, Connecticut. New York City commercial real estate advisory firm Newmark will assist with this expansion.
Currently, the retailer’s revenue is evenly split between brick-and-mortar and e-commerce sales. Leidy aims to grow online sales to account for 80% of the total turnover. To keep its offerings fresh, Living With Ivey collaborates with agencies KSJ Collective and David Pirotta to find new brands.
The store design is notably inviting, featuring antiques and artwork, creating a home-like atmosphere. Leidy believes that this unique environment captivates customers and provides an engaging shopping experience.
In July, the launch of Leidy’s own product line, Ivey, will commence, beginning with a fragrance and two body oils priced under $195. Inspired by an essential oil blend she has developed over two decades, the fragrance will incorporate lemon, coconut, jasmine, and vanilla notes. The body oils will contain oil-soluble vitamin C to enhance collagen production and reduce the appearance of fine lines. The launch will be celebrated with an event in Southampton and an updated website. Future plans include positioning Ivey for third-party distribution and potentially opening standalone stores.
Leidy’s journey into wellness began after the birth of her first child, motivating her to focus on health and helping others after overcoming personal challenges, including eating disorders. Before establishing Living With Ivey, she created Ivey Bakes, a bakery that closed as her family grew, pivoting instead to lifestyle content during the pandemic.
In addition to leading the company and curating products, Leidy remains hands-on in backend operations, including e-commerce fulfillment and customer service. Her commitment to understanding every facet of the business is evident in her approach: “I never want to be out of the customer service inbox.” As Living With Ivey continues to grow, Leidy’s drive and personal touch remain integral to its development.
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