Targeting New York consumers who are showing a growing interest in sustainable and safe beauty products, Sephora co-founder Shashi Batra (former president of Victoria's Secret Beauty) has leased 1,600 square feet of prime retail space at 9 Prince Street in Nolita for a startup called Credo. The brand’s first location opened on Fillmore Street in San Francisco in June 2015.
 
This will be the brand’s first New York City store, and is part of a national rollout that will include additional retail locations in Manhattan and other key markets.
 
Batra is an executive from the original team that launched Sephora in the U.S.; he partnered with Thor Retail Advisors to develop and execute a strategic plan for high profile retail growth.
 
Credo offers safe and sustainable artisan beauty products including natural and organic skin care and cosmetics brands such as Tata Harper, RMS Beauty, Fig + Yarrow, Ilia and Lily Lolo.
 
“We selected Prince Street in Nolita for Credo’s first store in New York because of its excellent foot traffic and proximity to like-minded brands,” said Matthew Seigel, executive vice president of Thor Retail Advisors.
 
“It is our belief that there is great demand in the Nolita community for a well curated offering of natural beauty products from the best brands in the world.”
 
Prominent retailers in the immediate area include Maje, Will Leather Goods, Helmut Lang and Marine Layer.
 
 
(Photo shows San Francisco location.)