CASE STUDY
Operations, Hollywood Endorsed USA Beauty Brand
Scope
A Hollywood endorsed beauty brand established throughout the USA headhunted Dallas Consulting following recommendations from their Board investor following legal consultancy with us. The Company requested strategic mentorship and practical ‘on the ground’ support to launch hair beauty products in the UK salon and consumer markets. The aim was to:
Identify a lucrative channel for consumer product collection sales
Showcase the brand exclusively in the UK fashion industry
Investigate a presence for imports
Find a product distribution fulfilment centre and manage launch operations
Our Solution
We carefully strategized the multiple projects aims into a programme to support engagement with customers aligned to implementing a product distribution hub within the UK and targeting a showcase in the fashion industry.
The first step initiated setting up a UK distribution entity to receive and manage product imports into the UK. With breaking new boundaries in this soft international launch, our client preferred to start with a small new structure and engage with larger established distribution centres once the products were proven in the market. Dallas Consulting setup a new legal entity as an imports and distribution hub for the introduction of products to the consumer retail channel.
Whilst the UK distribution hub was being implemented, the products needed to be showcased in the industry as a precursor to approaching big brands for the consumer retail channel. We investigated fashion industry events to optimise the marketing opportunities in an affordable one-time, high profile event that benefitted from being a one hit PR wonder instead of a longer campaign. Working with the client, we secured the client brand as exclusive hair products provider for top designer Belstaff catwalk event in London Fashion Week managed the provision of products during the event.
Our final step was to research and qualify a suitable channel to market that would provide a long term lucrative revenue, based on consumer sales. In consideration of the reputable brand name in the hair industry, we created a strategy based upon big brands owing to their mass engagement with the general public. Tesco Direct demonstrated an immediate interest with an impressive 3 year strategy offer to launch a whole collection and the client deal was signed.
In summary, our solution to meet the goals are summarised as follows:
Secured as exclusive brand for hair products at London Fashion Week top designer event
Acted as a brand Ambassador and established a long-term supply contract with Tesco Direct
Set up a new distribution entity and managed imports into the UK on behalf of the client.
Our Success
The lucrative channel with Tesco Direct involved setting up a UK distribution entity that performed so well it was invited to become a supplier in the Tesco Direct supply chain for a wide range of product categories instead of being restricted to the initial hair product collection. It resulted in the long-term provision of extensive product ranges.