Molton Brown has announced
a strong set of financials for 2016, reporting an impressive 57% increase in
its travel retail business year on year and overall global growth of +9%.The
travel retail results are driven by both strong organic growth
(+23%LFL), and the addition of new business with partners Zainab and
Ambassadors Choice.
These positive results
contribute to Molton Brown’s overall three year growth figures of +31%, showing
the brand’s fantastic
momentum, especially in the travel retail and duty free channel.Tim Pluess, Associate
Director, Export Sales Molton Brown, comments, “Shoppers in every channel and
region of Molton Brown’s business are embracing the brand more than ever, and
it is a really exciting time of sustained growth. I’m delighted that travel retail is leading
this increase through the close business partnerships we have, and our
go-to-market strategy for Travel Retail – yet there is still so much more we
can acheive”.
One of the key focuses last year for
the Molton Brown team was the improvement of its in-store execution. The brand
concentrated its investment in four key areas:
·
Increasing staffing and level of services to build up its customer
experience in travel retail locations
·
Improving the look and feel of its counters through refits such as
LHR T4 and increased visual merchandising props investment in key locations
·
Increasing the frequency of promotional activities to support all
three blockbuster campaigns
·
Driving footfall to its travel retail locations through a
partnership with Condé Nast Traveller and collaboration with British Airways.
“We have been looking at ways to align the customer experience in
travel retail with our SAS. For example, we are now able to offer our signature
hand and arm massages in more locations in travel retail thanks to the sinks we
have introduced as part of our refit program. We’ve been able to create
exciting in-store theatre in key locations by investing in the same visual
merchandising props and decoration as our SAS to bring to life our beautiful
and compelling stories of exploration. This created a very positive environment for our products to perform
with all our key categories and core blends being on a plus, and our new
product development being very well received by our customers,” adds
Pluess.
Tim Pluess |
2016 also saw record-breaking launches for Molton Brown’s Dewy
Lily of the Valley & Star Anise and Rosa Absolute collections. Says Pluess,
“We’ve seen dramatic growth for our EDT
and home fragrance categories showing that our strategy to offer an overall
luxurious fragrance experience as opposed to just a bathing ritual is paying
off.”
2017 will see Molton Brown continue to pursue its strategy of
international travel retail and duty free expansion, with a particular interest
in looking at opportunities to strengthen its collaboration with key partners such as Dufry and Lagardère to meet its
objective to be featured in the top 20 airports by 2020.
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