How Hair Accessories Brand Kitsch Became a Multimillion-dollar Business

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Kitsch, the hair care and accessories company found at 27,000 retail locations globally, is entering all Target doors on July 14.

, CVS, Whole Foods Market, Walgreens and Amazon, among others, is now a more than $260 million brand with 84 percent year-over-year sales growth, according to industry sources.

“One of the greatest things about growing up in that environment was I really got to see Middle America,” she said of her Midwestern background. “I got to see what the dollar means, where people shop, what’s important to them.” She had always dreamed of starting a brand, she continued: “I tried little brands here and there, but they weren’t successful,” she said. Then she had a lightbulb moment, asking herself: ‘OK, if I really want to make a brand that’s authentic to me, what am I going to do?’ I’m from Wisconsin.

Amazon and the brand’s direct-to-consumer business bring 60 percent of all sales, Thurswell revealed.in 2016, which “put Kitsch on the map,” said Thurswell. “They allowed us to have the freedom to tell our story in their space.” “Our strategy was, if you’re at a drugstore, what drugstore items are you buying? And then trying to really cater to that customer there,” Thurswell said of the strategy, which is the same across retailers. “And so, we curate our assortment in that regard. And then we focus on promoting it in that way as well.”

 

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