While some may think brick and mortar is becoming a thing of the past, Boyds Philadelphia is thriving… and diving into the beauty business. Last week Boyds launched a new Beauty section, a 1,500 square foot space on the main floor with an extensive inventory of high end brands. To support the launch of Boyds Beauty, the Neff team hosted a VIP press & influencer preview party and garnered national media coverage around this exciting news. Check out WWD‘s feature story here.