Chillhouse Pivots to Face and Body Care, as Spa Remains at Limited Capacity
Chillhouse is hoping to recoup sales lost due to the COVID-19 pandemic.
Following success via its Chill Tips press-on nails, Chillhouse is releasing a collection of day and night face oils and body oil mists. All four products are priced at $48 and will be sold via Chillhouse’s website, SoHo flagship and Urban Outfitters.
“It really started with me asking myself, ‘if I can bottle a spa, what would that look like?’” said Cyndi Ramirez-Fulton, Chillhouse’s founder and chief executive officer. “When you go into a spa, you feel a little drab and in a slump, like you need some invigoration. When you come out, you’re always covered in oils and feel so happy and rejuvenated. That’s exactly what I wanted to create for our first line of products.”
Ramirez-Fulton declined to offer sales projections for Chillhouse’s body care collection, though she expects the line to “outpace the monthly sales of our store.”
“[We’re] aiming for around 60 percent or more in product sales versus store sales,” she said.
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In June, Chillhouse permanently closed its Lower East Side spa, citing the coronavirus as the reason. The SoHo location has been operating at a reduced capacity, which has been the “biggest roadblock” of COVID-19, Ramirez-Fulton said.
“Our sales, obviously, dipped tremendously post-opening,” she said. “We were closed for about five months, so if you do the math, that’s a lot of sales down the drain. But what we did find to be a blessing in disguise is the fact that we had time. We had time to think about how to serve people outside of our space and in their homes. We fast-tracked [Chill Tips, which launched in July], but oil took a lot longer than anticipated based on raw materials, raw ingredients.”
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