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Humanising brands. Incisive marketing.

Registered as BNM Ltd.

ABOUT ME

NEW brand & business development

BRAND CONCEPT DEVELOPMENT AND TRIAL DISTRIBUTION

Small, OEM luxury accessories business looking to diversify, sought to launch their own line of premium branded cufflinks and leather goods. Key challenges: no distribution or channel resource, limited know-how of developing and taking a new brand to market, and limited budget to support a launch.

My approach:
  • Defined a dual-brand launch strategy with a phased test and learn approach. The first brand was positioned mid-market as an ‘incubator’ brand (volume, turnover generator, idea validation) and the second in a high-end, luxury position (limited distribution, high value).

  • Working with the in-house team of Product Managers and Designers, developed the brand positioning

  • initiated

Result:
  • Successfully launched phase 1 for the ‘incubator’ brand (SixDegrees London) and  initiated phase 2 product development (premium men’s and women’s accessory lines).

  • Secured distribution for SixDegrees initial ranges (France, UK and Japan) through a combination of 3rd party distributors and direct sales (eg Amazon).

  • Launched a successful direct sales model via eBay as a means to conduct research on new products and offers and better understand customer service dynamics.

  • Achieved initial targets contributing to the overall company growth of +25%.