Amidst all the changing trends and emergence of new lines, Madison Reed has remained one of America’s top, high-quality hair-care brands since its launch in 2013. For years, Madison Reed products have been available in the brand’s namesake salons as well as via subscription services and select beauty retailers like Ulta Beauty, but in a massive expansion for the brand, Madison Reed just announced they will be moving into Walmart stores nationwide.
Why Madison Reed chose Walmart
Whether you’re a regular Walmart shopper or not, everyone knows that the chain retailer is famous for providing shoppers with great deals, and Madison Reed’s expansion into Walmarts marks an important shift for the accessibility of salon-quality products. “My belief is that great quality prestige salon products should be made available to everyone, and certainly, given the magnitude of the shopper traffic that Walmart receives, they are a key U.S. retailer,” explains CEO and founder of Madison Reed, Amy Errett. Errett went on to explain how the brand’s decision will also provide Walmart shoppers with easier access to hair products that are Leaping Bunny certified and Smart 8–Free.
Errett also explained that extensive market research has shown that Walmart’s key demographic aligns closely with that of Madison Reed, making the partnership a great fit. “We know the core demographic of our customer is age 35 with kids, which aligns with the Walmart demographic,” she notes. “By collaborating with Madison Reed, we’re excited to make prestige hair color more accessible to all,” adds vice president of beauty at Walmart U.S. Creighton Kiper.
What to expect from Madison Reed’s entrance into Walmart
It’s clear that Madison Reed’s expansion into Walmart locations is much more than a marketing move, and is largely focussed on increasing accessibility to high-quality, luxury products for all consumers. Upon launching, Madison Reed products will be available in 1,500 Walmart retailers across the U.S. as well as online, and will include 28 of the brand’s products, inlcuding best-sellers like the Color Reviving Gloss ($30) and Color Therapy Mask ($22).
