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Entering New Channels in an Omnichannel World

Implementing an Off-Price Online Strategy

The Challenge

  • No brand alignment across full-price and off-price segments
  • Lack of control of outlets, volume and pricing in off-price sector
  • Incomplete market knowledge despite strong distributor network
  • Brand equity dilution Heavy diversion was driving down prices

The Solution

Tech led ‘discovery’ phase of online channel

  • Full-price vs off-price exposure
  • Full-price vs off-price pricing
  • Secondary market demand analysis

Identified risk, gaps and opportunities

  • Over supplied and/or under priced?
  • Assortment analysis across segments
  • End of product lifecycle or long-tail potential
  • Strong latent consumer demand

Agreed detailed sales plan

  • Exclusivity - removed line from general distribution and cease all marketing activity
  • Geography - brand growth opportunities
  • Partners - matched brand priorities with channel partners (open vs closed mix)
  • Assortment - low risk high growth mix that supports full price channel

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, Beautynet

The Results... So Far


Cumulative Sales

(over 16 years)


Lines developed


Data points Analysed daily

Year on Year Sales

million euros

Useful Information

If you’d like to hear more about how Beautynet’s strategic sales programme can help you navigate this new world, contact us:

[email protected]
+44 (0)117 370 2470


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Turning an Underperforming Fragrance Line into a Multi-million Euro Revenue Generator

Our strategic sales programme in action

Delivering €180m in Incremental Sales for a Global Luxury Beauty Brand

Contact Us Today

Contact us today to discuss how Beautynet's programme can deliver for your luxury beauty brand