Madison Reed builds on successful omni-channel approach

Amy Errett, CEO and Founder of direct-to-consumer haircare player Madison Reed, opens up about how the company’s approach to omnichannel retailing has proved to be pivotal to its ongoing success.

The hair color specialist benefitted significantly when consumers switched to home color as many hair salon doors were shuttered during the Pandemic, but the business always had a diversified retail model to fall back on, allowing its customers to embrace professional hair coloring services at home or in the salon.

Hair color solutions for all budgets

Now, with the cost of living crisis biting hard, many consumers have adopted a more mixed approach to hair color, using a combination of home color and professional color services to make their household spend go further. And thanks to its mixed retail approach the business has once again well positioned to meet these needs.

“Our business is truly omnichannel – we have a thriving DTC business, 87+ owned and operated Hair Color Bars across the country and a thriving wholesale business at Ulta Beauty, Amazon and select Ulta Beauty at Target, Target and Walmart locations,”​ said Errett.

The fact that consumers turned to home hair color solutions during the Pandemic also underscored how consumers will not go without coloring their hair, a factor that has been hugely beneficial to a business like Madison Reed.

Consumers will not give up on hair color

“One thing we learned during the pandemic and beyond is that women are always going to prioritize coloring their hair,”​ said Errett.

“We know that our guests are modern women who value convenience, flexibility and results and want to color their hair on their own terms, without sacrificing results or quality of ingredients, which is core to our mission.”

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