Ulta highlights DTC brands with Sparked platform
Summary
The platform features "digitally native, and socially fueled beauty brands" that are going into brick and mortar for the first time. Ultas Sparked platform seems to be based on a similar concept, bringing in digitally native brands to foster a sense of discovery and, hopefully, drive traffic to stores. That strategy seems to be working, as CEO Mary Dillon specifically called out in May that being the "partner of choice" for DTC brands was driving traffic to stores from consumers looking to try the products in person. Indeed, the retailers press release for Sparked pointed to the program as the continuation of a strategy that has been "key to Ulta Beautys success for the past 29 years." The strategy isnt unique to the beauty sector — department stores have recently taken a similar tact to get customers into locations, including Macys with its The Market @ Macys concept and more recently Kohls, which announced on Tuesday it would be selling a selection of products from emerging brands through a program called "Curated by Kohls."
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