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Andrew Goetz, cofounder of hip US skin care brand Malin+Goetz, tells Cosmetics International how the company will expand without ever becoming a "McBrand".

Publication: Cosmetics International
Publication Date: 11-SEP-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Andrew Goetz, cofounder of hip US skin care brand Malin+Goetz, tells Cosmetics International how the company will expand without ever becoming a "McBrand".(Q&A)(Interview)

Article Excerpt
[ILLUSTRATION OMITTED]

You've recently opened a second New York store. What does this add to your distribution?

Our brand concept is that it is very easy to integrate into your life and we model our stores in the same way. The new store on the Upper West Side of New York is a little more formal than our Chelsea store, with historic panelling and is not as minimalistic as the downtown store. We don't want to be a 'McBrand' and you'll always know it's a Malin + Goetz store. Amsterdam Avenue is more for young mothers, while Chelsea is definitely more hip. It gives us a great...

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