The latest straightener offering is in leopard print, and just called RARE. Clearly GHD is not done working this market, and other retailers are really taking note. RARE is out of stock, and knock off versions are appearing at boot sales around the British countryside as women folk to get them. After all, given the power of the hair tool, it is no mystery why women will do almost anything to get their hands on one!
It would appear that GHD have realised from the start that building a fashion brand is not exclusively about sales figures. Turnover, although important, must be conducive to brand building. For that reason, GHD have a famous reputation for refusing to supply to high street names - culminating in rejecting likes of Boots when GHD themselves were only a few years old. Although this policy has been relaxed slightly in recent years (with Boots and Amazon starting to sell directly supplied GHD hair straighteners in the last 12 months), it helped create the exclusivity and allure that any brand needs if it is to become a significant asset in its own right.
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