At a Town Board meeting in September, the town of Greenburgh, in cooperation with the Greenburgh Chamber of Commerce and Rivertowns Rotary, chose to honor The Wig Outlet. The well-established business on Central Avenue in Hartsdale hosts hair donation events to benefit children experiencing medically related hair loss.
But the Wig Outlet at 194 S. Central Park Ave. Hartsdale, is also a thriving retail store. Westfair’s Westchester County Business Journal caught up with its owner, Erica Broderick, to learn something about the wig business, and how profitable enterprise can work hand in hand with altruism and social concern.
Erica, what inspired you to get into the wig business?
“I’ve always loved helping people and, growing up, I never really liked my own hair. The idea of helping women and children who are undergoing treatment or experiencing any form of hair loss truly inspires me. Nothing makes me happier than helping someone feel beautiful, confident, and worthy. Hartsdale has been the perfect home for my business. It’s a warm, supportive community that shares those same values of care and compassion.”
How do you engage with the local community? Are there any partnerships or events you participate in?
“I stay very connected with the local community through outreach and education. We donate wigs to local hospitals and have hosted ‘lunch-and-learn’ sessions to help nurses better understand how to guide their patients after a cancer diagnosis. We also organize a large annual haircutting event where we collect donated hair and send it to Children with Hair Loss” (a Michigan-based children’s organization that provides free wigs for kids in need.)
Your considerable social and humanitarian outreach aside, tell us a little about the business side of The Wig Outlet.
“At The Wig Outlet, we help with all aspects of hair loss and offer ongoing care and upkeep for all our products. In addition to retail sales, we wash and style wigs, toppers and extensions based on each client’s preferences. We offer free consultations for first-time visitors to try on wigs, and we specialize in custom fittings, colors, and cuts. Our team also provides professional styling and up-dos for weddings, proms, and other special events.”
And a little about your customers?
“We work with a wide range of clients — women, men, and children who are undergoing chemotherapy, experiencing alopecia, or dealing with genetic hair loss or thinning. We also enjoy working with theater and television professionals. Before Covid, we proudly provided the ‘Live with Kelly and Ryan’ (daytime TV) show with all of their Halloween wigs for several years.”
How do current fashion trends in wigs influence your inventory and sales?
“Yes, every season our vendors introduce new styles and sometimes new colors. I make sure our inventory stays current and reflects the latest trends while still offering our best-selling classics in the most popular shades. Those staples tend to sell quickly, so we always keep them in stock. At the same time, I like to bring in new and relevant pieces to ensure The Wig Outlet stays on the pulse of style and fashion. After all, our hair is our most important accessory!”
Are there particular challenges in the wig industry, such as sourcing quality materials? What challenges have you faced in running The Wig Outlet and how have you overcome them?
“There are many challenges in the beauty industry, and the wig sector is no exception. About 90% of the hair we use comes from Asia, and over the last five years, the quality and consistency have changed significantly. Maintaining high-quality, consistent products has been a major focus while ensuring that our products are ethically sourced as well. I work with 15 different suppliers to ensure our clients receive the best possible products and have a positive experience throughout their journey with The Wig Outlet.”
And lastly, any advice you would give to someone looking to start their own beauty of fashion business?
“I purchased this business with no prior background, and I definitely struggled in the beginning. I truly believe that with passion and dedication, anything is possible. It’s crucial to have a solid financial foundation, as there can be significant losses in the beauty and retail industry. Things are always changing — from trends to regulations — so staying informed about both the business world and the beauty industry is essential for success.”
