Crabtree + Evelyn
Opportunity
Business imperative was to revitalize and restore momentum to this stalled premium brand of natural personal care and home products in a global turnaround for successful exit. Privately owned with $180M+ in revenues, sold online and in 360 premium concept stores and 6,000 wholesale doors. Successfully acquired.
Approach
Premium personal-care products brand offering all-natural bath, body, skincare, fragrance and home products. $180M in revenues. 2,000 employees. Online/360 concept stores and 6k wholesale doors.
Redefined global brand strategy—updated traditional “English apothecary” identity with contemporary/natural image to widen customer base
Revamped innovation strategy and return to all-natural formulations – delivering 3x sales forecast
Recruited new global brand spokesperson British Aristocrat India Hicks—launched India Hicks Island Living and successfully opened premium retailers: Bergdorf Goodman, Neiman Marcus, Saks
Re-designed website and optimized marketing—New Agency search and revamped Paid/Owned/Earned mix
Results
Revenue Growth: Delivered record +12% comp store increase and +30% eCommerce increase. Company successfully acquired.
