Bliss: From Kilgore to LVMH to Starwood to Steiner

Interesting trajectory for a brand that was dreamed up by  celebrity facialist Marcia Kilgore (check out her house in London) in the early 90s. Seventy percent of the brand was sold by Kilgore to LVMH in 1999 for an estimated $30 million. In 2004, LVMH sold its share to Starwood Hotels & Resorts Worldwide Inc., which according to Moody’s paid around $25 million for the brand. Five years later, Starwood is divesting Bliss for $100 million to Steiner Leisure Limited, a spa and salon operator established in 1901 (126 cruise ships and in 51 resort spas and two luxury day spas.) As part of the deal (expected to close before the end of the year), Bliss and Remède spas and amenities will remain exclusive to Starwood for the hotel category (W Hotels and St. Regis Hotels). Three different owners in 10 years is quite a challenge for any brand, but each played an important role in establishing a global presence and following for this NY staple. Steiner looks like a good place to land, the only challenge may be their corporate cultures given that everything else seems to be very complimentary.

Bliss Snapshot (from WWD):

Brands: Bliss and Remède

Number of locations in the US:  13 freestanding and hotel spa locations in the U.S. (Remède has four U.S. spas.)

Number of doors in the US: 825 (includes Bloomingdale’s, Macy’s, Neiman Marcus, Nordstrom, Saks Fifth Avenue, Sephora and independent boutiques)

International doors: 100 international doors (includes Harrods and Harvey Nichols)

International spas: 4 Bliss spas and Remède spas

Additional channels: e-commerce and catalogue businesses