There’s no more need to get a full haircut for that extra salon pampering. For $50, one can purchase a classic blowout—it includes a shampoo, scalp massage AND blow drying service—at the Dream Dry salon, now expanding into select Neiman Marcus locations across the US through a partnership with Hudson Blvd. Group (HBG). Rollout will kick off with initial locations in Atlanta and Las Vegas in Q4 2017. Fashion Island will open in early 2018, with additional locations to follow.
 
HBG is a beauty services holding company formed in 2015 that acquires and operates elevated beauty service businesses. Through shared infrastructure and a focus on convenience, it delivers an unparalleled luxury experience to all clients. The group’s growing portfolio includes DreamDry, Spruce & Bond and Pucker. In other news, HBG has secured the fourth pillar of its service offerings through the acquisition of celebrity-favorite nail art destination, Valley. Founded in 2006 by Los Angeles native Nina Werman, Valley was the first of its kind to deliver highly personalized nail-art services and impeccable nail care. With three NYC locations spanning Nolita, Chelsea and the Upper East Side, Valley has catered to a discerning clientele looking for a relaxed yet sophisticated atmosphere.

“When we announced the formation of HBG, we received an influx of interest from national partners in the retail, real estate and hospitality spaces. We chose Neiman Marcus in the retail category because they are among the most creative and forward-thinking organizations in today’s changing retail landscape,” said Robin Moraetes, president of HBG and co-founder of DreamDry. “DreamDry was formed to provide an elevated experience, and Neiman Marcus offers that same promise to their customers.”
 
Neiman Marcus has partnered with DreamDry to refine and customize the design details for each shop, drawing inspiration from the original locations in New York, Chicago and Atlanta (Powers Ferry Square). Stepping into each of the impeccably designed spaces, the customer finds every attention to detail perfected.
 
Since launching in 2013, DreamDry has catered to the discerning woman on-the-go by offering convenient and personalized services including deep conditioning with Oribe or Kerastase masques ($20), express styling ($40) and braiding ($60). Beauty products for sale at the salons span from the Dream Turban ($30) to Little Black Box Styling Kit ($245).
 
“The debut of DreamDry locations within Neiman Marcus is a dream come true,” commented fashion and style celebrity Rachel Zoe, DreamDry co-founder and HBG creative director. “We share the same philosophy of making women look and feel their most beautiful every day. Hair is the final touch in completing an overall look so I’m thrilled that we can help women fully achieve their desired style from head to toe.”
 
For nearly 110 years, Neiman Marcus has been devoted to offering the finest in luxury merchandise in beautiful settings with the highest level of customer service. The partnership with Hudson Blvd. Group continues to position Neiman Marcus at the forefront of retail innovation for the use of personalized services to enhance the customer experience, according to company executives.

Neiman Marcus recently opened stores in Long Island at Roosevelt Field (February 2016) and in Fort Worth (February 2017). Neiman Marcus Hudson Yards opens September 2018. Additional HBG brands and services will be introduced in Neiman Marcus stores in early 2018.

“HBG is the ideal partner as they offer the unique proposition of being a single operator of a portfolio of beauty service businesses across all categories,” noted Neva Hall, executive vice president, Neiman Marcus Stores. “We believe HBG's elevated offering within its beauty segment will drive traffic and deliver a valuable customer experience at Neiman Marcus.”