The challenge
Where the brand started
- No brand alignment across full-price and off-price segments
- Lack of control of outlets, volume and pricing in the off-price sector
- Incomplete market knowledge despite a strong distributor network
- Brand equity dilution as heavy diversion drove down prices
The solution
How we delivered it
01
Tech-led ‘discovery’ phase of the online channel
- Full-price versus off-price exposure
- Full-price versus off-price pricing
- Secondary market demand analysis
02
Identified risk, gaps and opportunities
- Over-supplied and/or under-priced lines
- Assortment analysis across segments
- End of product lifecycle or long-tail potential
- Strong latent consumer demand
03
Agreed a detailed sales plan
- Exclusivity — removed lines from general distribution
- Geography — brand growth opportunities
- Partners — matched brand priorities with channel partners
- Assortment — low-risk, high-growth mix supporting the full-price channel
04
Managed end-to-end distribution
- Warehousing
- Logistics
- Compliance
- Sales portal
The benefits
- Brand alignment of an otherwise unmanaged segment
- Brand awareness without erosion of brand equity
- Control over off-price assortment, pricing and channel placement
- Streamlined and efficient — one end-to-end partner
The results… so far
€180m
Incremental sales
Delivered to date
40+
Countries reached
Aligned
Off-price and full-price pricing
Related
Cost Reduction & Operational Simplification
Leveraging our Strategic Sales Programme (SSP)
Read case studyDefying the ‘Rules’ of Product Lifecycle
Turning an underperforming fragrance line into a multi-million euro revenue generator
Read case studyUseful information
If you'd like to hear more about how Beautynet's Strategic Sales Programme can help you navigate this new world, contact us: