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NEW YORK -- Duane Reade's proprietary brand, Apt. 5, is moving into new retail real estate.
This month, the Manhattan-based drugstore chain will offer its own brand of makeup brushes and grooming implements under the Apt. 5 logo. The tools join the 150 other product categories ranging from color cosmetics to hair care sold exclusively at Duane Reade's 230-plus stores. Industry sources estimate the entire franchise has sales approaching $5 million.
"These two categories are logical extensions to Apt. 5," said Karen Durham, consultant to Duane Reade. "The Apt. 5 customer wants high-quality products," she added, noting that many Duane Reade customers also frequent upscale department stores such as Saks Fifth Avenue and Bergdorf Goodman.
With that in mind, the makeup brushes are created for specific purposes. For example, natural hair is used in some brushes,...