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MCoBeauty CEO Shelley Sullivan on bringing ‘masstige’ makeup to the US market

Inside Retail

Australian luxe-for-less beauty brand MCoBeauty launched into the US market this week and is now stocked in over 1,800 Kroger Co stores. Inside Retail: How did MCoBeauty approach entering into the US market? Shelley Sullivan: We are following the same strategy in the US. SS: Six per cent. SS: Absolutely.

Marketing 246
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Why Dutch-style bike brand Lekker is embracing e-bikes and retail partners

Inside Retail

It is removing all non-electric bikes from its offering and reversing course on its direct-to-consumer strategy as it looks to expand its market share. Localised design Lekker adapted the build of its product offering to suit the Australian market and consumer preferences which contrast with the European markets.

Contrast 251
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Luxe-for-less leader MCoBeauty talks international expansion

Inside Retail

Founded in 2016, luxe-for-less beauty brand MCoBeauty has seen massive growth over the past several years, and is expecting revenue growth of up to 90 per cent in 2023. That’s really our brand strategy. IR: Are you approaching that market differently than you would approach Australia and New Zealand? SS: We’re not.

Expansion 245
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Why Aussie beauty brand Cinch Skin changed its approach to retail partnerships

Inside Retail

Skincare makes up over 40 per cent of the total global cosmetics market and the product category continues to grow its market share. In 2024, the global revenue forecast for the natural cosmetics market is close to US$14 billion. The brand launched in 375 Priceline stores in 2016.

Marketing 130
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Why so many global brands fail in Australia

Inside Retail

They arrived with great fanfare but many international retail brands have found the Australian retail market has been a graveyard. In some cases, the failed Australian ventures were part of a flawed strategy to breathe growth into struggling home market operations. The Woolworths-Lowe’s venture closed in 2016 after five years.

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Why the Kmart-Target back end merger has been a decade in the making

Inside Retail

Compared to its sister brand Kmart, which has seen its market share grow exponentially in the past decade, Target has been suffering a slow decline, with its position in the middle of the market – not quite as value-based as Kmart, and not quite as high-end as Myer – making matters worse.

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Rising digital advertising costs are motivating retailers to build brand

Inside Retail

billion, the strongest year-on-year increase since 2016. In order to beat the rising cost of short-term digital marketing, retailers must focus more on long-term growth strategies. The best way to lower customer acquisition costs is to diversify your acquisition methods to avoid competing exclusively in digital marketing.