Bobbi Brown opening lifestyle shop

Lord & Taylor has entered into a partnership with make-up icon Bobbi Brown.



The department store retailer appointed Brown as creative consultant, and has launched an in-store shop concept, justBobbi, at select Lord & Taylor locations, including its Manhattan flagship, and online. The initiative is the first Brown has entered into since her recent departure from Bobbi Brown Cosmetics, which she founded in 1991.



Designed to give customers a 360-degree view of Brown’s life, the shop will feature merchandise ranging from wellness and beauty products to apparel and accessories that reflect Brown’s “unique aesthetic and holistic lifestyle,” according to Lord & Taylor. The space will be updated monthly with on-trend seasonal items selected by Brown.



As part of the partnership, Lord & Taylor will produce exclusive digital content with Brown every week giving customers further access to her personality and lifestyle advice. Livestreams and videos will live on Lord & Taylor social channels and Just Bobbi's networks, beginning April 21st.



"We are delighted to bring this unique and exclusive experience to Lord & Taylor customers," said Liz Rodbell, president of Lord & Taylor. "Bobbi is an iconic woman, entrepreneur and friend and we are excited to partner with her as we continue our strategy to innovate and differentiate ourselves as a retailer."



Lord & Taylor operates 50 full-line department stores. It is part of the Hudson's Bay Company brand portfolio.