Madison Reed’s entry into Walmart bolsters the brand’s commitment to quality at a reasonable price point.
“We believe that access to our prestige product should be available to everyone,” Madison Reed CEO and founder Amy Errett told Retail Dive. “We’re sort of empowering our guests to choose when and where they purchase our products and where they color their hair. … We know the Walmart shopper wants quality and they want value.”
The hair care brand already sells through wholesale partners, including Target and Ulta Beauty, though it maintains a strong direct-to-consumer presence. Madison Reed sells through its own website and provides hair coloring services through its 87 Hair Color Bars.
