Studs has announced plans to further increase its physical presence with the opening of 10 new stores throughout the year. This development is part of the company’s strategy to cement its position in the market by reaching more customers through an expanded brick-and-mortar network.
Strategic Growth in Physical Retail
Founded in 2019, Studs has swiftly adapted its business model in response to the challenges posed by the pandemic. Initially focusing on digital sales during temporary store closures, the company resumed its physical retail expansion in April 2021. The recent opening of a 1,457 square foot location in New York City’s Rockefeller Center marks the company’s 23rd store and its largest in New York, indicating a clear commitment to growth in key urban areas. Studs’ expansion strategy includes opening additional studios in cities such as San Diego, Los Angeles, Atlanta, Boston, New York, and Washington, D.C.
“Since opening our first Studs Studio in Nolita in 2019 through today when we opened our sixth NYC location at Rockefeller Center, we’ve continued to see increased demand in New York for ear piercing services from tourists and locals alike,” Anna Harman, Studs co-founder and CEO, states on Friday in an email. “We’re excited to expand our national studio count by 10 locations this year, as we’ve proven our masspirational earscaping concept translates across cities, suburbs, premium shopping centers, and college towns.”
These locations have been carefully selected to align with the brand’s target demographics, primarily Gen Z and millennials, and areas known for high foot traffic, trendy restaurants, and popular shopping districts. This approach underscores the importance of strategic site selection in attracting the desired customer base.
Enhancing the Customer Experience
At the heart of Studs’ offering is its diverse range of earrings and piercing services, designed to cater to the growing demand for personalised and expressive body art. With prices ranging from $30 to $275 and over 250 styles available, the company aims to make its “earscaping” experience accessible to a broad audience. Notably, 40% of customers return for additional purchases after their initial piercing, highlighting the brand’s success in building customer loyalty.
Marketing and Promotions
Leveraging social media platforms such as Instagram and TikTok, alongside in-studio promotions, has been integral to Studs’ marketing strategy. The high-profile customers like Emma Chamberlain, Dixie D’Amelio, and Rosalía have also contributed to the brand’s visibility. Promotional events, such as the “piercing pal” offer during Valentine’s Day, demonstrate Studs’ innovative approach to driving foot traffic and engaging with its target audience.
The expansion of Studs’ physical retail outlets coincides with a renewed interest in piercings among younger consumers. Similarly, the direct-to-consumer (DTC) brand Rowan is expanding its presence, with its latest opening in Bethesda Row, just outside of Washington, D.C. Rowan now operates over 40 locations nationwide.
