Ernest Supplies Seeks Wider Distribution

Ernest Supplies wants to appeal to a broader audience.
The men’s skin-care line, which was founded by John Cafarelli about four years ago, is stocked in retailers including Barneys New York, Mohawk General Store and Fred Segal, but Cafarelli, a former banker who invested in brands such as Intermix and Skull Candy, is making an effort to target department store distribution and a female customer.
“Our distribution is a part of our marketing strategy. We’ve wanted to build our brand and establish who we are and who we want to be in the marketplace. That’s been the focus to date,” said Cafarelli. “But the strategy is adjusting. There will be more focus on our web business, but there’s also a huge opportunity to penetrate larger retailers. I’m bullish on the opportunity to connect to customers via brick and mortar retail.”
Cafarelli started Ernest Supplies after formulating his own travel-friendly moisturizers that friends started to request. He launched with Steven Alan and got a bigger break by partnering with Birchbox. The assortment includes a dual-enzyme face polish, a soap-free gel face wash, eye serum, shaving sets and charcoal toothbrushes. Cafarelli gained a following with packaging, specifically the travel-sized pouches that are big hits on

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