Brandweek Covers EBOOST Window at Henri Bendel
09 June 2008EBOOST founder Josh Taekman was featured in Brandweek discussing the window at Henri Bendel. The original article can be found here.
Eboost Is The Latest Luxury At Bendel's June 09, 2008 It goes without saying that it's a coup for brands to be featured in the tony windows of Henri Bendel's, the trendy luxury department store located in New York. But that's usually the goal of high-end apparel and accessories brands, not vitamins. But for Josh Taekman, founder and co-CEO of Eboost, a vitamin and mineral supplement sold in select stores and available at 30,000 luxury hotels worldwide, luxury need not be such an exclusive category. "At the end of the day, Bendel's and Eboost are speaking to the same customer . . . a customer who is about beauty from the inside out and who are up on the latest trends and want stuff that's not available to the masses," Taekman said. There's no doubt that the brand, which carries the tagline, "Jet set without the jet lag," is definitely geared at the upper crust, and so the brand has tied in with the luxury retailer's summer programming, popping up in the store's display windows, and also having a team on hand to distribute samples and information to shoppers who want to know more about the goods. "It's the beginning of the summer and a lot of people are going to Bendel's to load up on summer gear and get stuff for their summer vacations," said Taekman. "So the timing just made sense with their programming."