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Minneapolis Horst Rechelbacher, founder of Aveda Corp. By Jackie Crosby Star Tribune. A recent photo of Horst Rechelbacher. More from Star Tribune. Local Lake Minnetonka mansion, nearly completed, could be forced to relocate November Business Are people really moving out of the Twin Cities? Variety A terminally ill Hopkins woman shares her plans to die with dignity November The New York Madison Avenue salon, wrote Connie Nelson in an August Star Tribune article, "will be converted to an 'esthetique,' selling more than 75 original perfumes that can be used to custom scent Aveda products.
Horst renovated an early 20th century, prairie-style mansion on an acre estate on the St. Croix River and equipped it with a hair and makeup salon, workout rooms, an Aveda Esthetique, and offered services such as body massage, hydrotherapy or water jet massage, and self-improvement seminars. All the meals were made from organically grown food. More and more companies in the beauty care industry were touting their own use of natural ingredients and ban on animal testing of their products.
Aveda, which sold its products only in salons, was considered part of the professional market. Redken Laboratories Inc. But detractors said Aveda produced too many different products for a company of its size. The sheer number and variety would tax both the production and distribution systems. John Paul Mitchell Systems--a company begun by another well-known stylist--had limited itself to haircare products and racked up twice the revenues of Aveda.
Aveda headquarters and manufacturing operations moved to a facility in Blaine, Minnesota, just north of the Twin Cities, in The Aveda Institute continued to operate out of the Minneapolis site, which housed the well-known school, a salon, an Esthetique, and an organic restaurant. In line with the company's commitment to all things environmental, Horst planned to begin selling organically grown coffee and tea, as well as dish, laundry, and house cleansers.
And daughter Nicole Rechelbacher introduced a line of clothes made from recycled materials. But Aveda's high-profile environmental activities also drew criticism from some local activists. Sales had been expanded to 25, salons worldwide: 1, were concept salons selling only Aveda products. Fifty-six Aveda Environmental Lifestyle stores--the Esthetique concept--sold a broad range of Aveda products.
In mid, Horst told his employees he would be stepping back from the daily operations of the company. Based on his previous unwillingness to let go of control of the company he was greeted with some skepticism by outsiders. Our powerful products are rooted in nature and inspired by the bold self-expression of art and style from around the globe. We work to make a difference in the world by using recycled packaging, responsible sourcing and manufacturing, and raising money for clean water during Earth Month.
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