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Black-Owned Beauty Supply Stores Will Soon Have Access To A New Distribution Network
CURLS founder Mahisha Dellinger is launching a distribution alliance in July.
Beauty supply stores are a Black hair haven. Their shelves (not just an aisle) are lined with just about every product we could want or need to satisfy our latest hair fix.
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And we buy in, comprising upwards of 99% of the consumer base and accounting for 86% of total ethnic care sales. However, we only own about 10% of them. It’s not because we don’t want to. It’s because we have limited and inequitable access to distribution in order to stock stores.
Black owners consistently report that distributors don’t call them back. And when companies do, store owners are offered exorbitant purchasing minimums and competitors — that is if the distributor even responds to your calls or emails.
“The Korean-owned distributors aren’t the best to us and for us,” shared CURLS founder Mahisha Dellinger in a recent interview. “They will mistreat us and give their people better products and better terms.”
That’s why Mahisha is forming the “United We Stand: Strategic Alliance With Black-Owned Beauty Supply Store.” The new alliance is designed to create a network of supply stores that can access lower minimums and extended payment terms.
She said that her distribution partner is White-owned, “but they are willing to invest in us by being a collaborative and supportive partner.”
Through the partnership, owners will be able to build their shelf space with CURLS and other major haircare brands offered with no or lower-than-standard minimums. Their invoices will be extended from 30 to 45 days. They will also get one-on-one business coaching with Mahisha.
In addition, CURLS will host in-store events to help boost brand and store awareness as well as promote the stores on their social media platforms and via press.
“We can support and grow these Black-owned beauty supply stores,” says Mahisha. “The question is how can we do that? This is how.”
For more information or to sign up, visit curls.biz.
