While the beautification of Hoboken’s Washington Street is still a work in progress, stores selling beauty are seemingly invading the city. From the ongoing construction of a Sephora location to the recent approval of a Bluemercury outpost, the Mile Square City has no shortage of coming attractions in that department.
The latest brand to announce they’re coming to Hoboken is Drybar, a company started by professional hairstylist Alli Webb. Trained at Toni & Guy, she began a side business back in 2008 called Straight-at-Home, a Los Angeles-based company that provided in-home blowouts on a referral basis.
When her business expanded, she started Drybar, which focuses exclusively on blowouts. The concept offers patrons a “menu” of different styles to choose from at more affordable prices and serves champagne out of their “bar” area. Drybar also sells a variety of take-home beauty products and has expanded to over 70 locations nationwide.
There are 15 Drybar outposts in Manhattan, but their New Jersey spots were limited to stores in Garden State Plaza and Downtown Summit. The company had announced their intention to expand into Hoboken in a New Year’s Day Instagram post, marking their initial entry into the Hudson County market. That expansion will lead them to Hoboken’s 218 Washington Street, formerly home to a Radio Shack.
Window paper heralding the move went up at the property just yesterday, and Drybar’s imminent arrival in Hoboken is the latest sign that national brands like what they see in the marketplace. In addition to the beauty brand eruption, major retail players like Trader Joe’s and West Elm opened up shop in the city last year, and both Soul Cycle and Juice Press have locations currently under construction (no official word on Shake Shack yet, however).
Drybar hasn’t announced an exact timeline for their Hoboken store, other than saying it will open during 2018.