Channel
Travel retail
Business model
Travel retail management
Born in Boston, raised in New York, Fresh offers a full line of natural lifestyle products spanning skincare, body care, fragrance, haircare, and home.
The challenge
Take over the travel retail operations of Fresh from it’s previous agent, and accelerate growth of the brand in the Korean duty free market during a period of transition towards a Chinese tourist-centric sales approach.
Value added
Leveraged key resources to secure better and larger retail locations at existing sites, as well as secure prime new stores in other duty free centres. Adopted an omnichannel approach, organising digital channels and comprehensive PR campaigns to drive store traffic. Front line staff received mandarin training, and training systems were overhauled to become flexible for new technology and market trends.
Key achievements
- Grew total stores from 8 – 17, adding several prime new locations
- Grew staff headcount from 31 – 70+ while increasing productivity 53%
- Average store size grew from 12 – 18 sqm
- Implemented staff mandarin training – in 2017 95% of sales staff speak Mandarin
