Commercialising the brand that
By Jens Gregersen, 27 November 2013
Aligning marketing and sales with customer expectations is more than my expertise, it
is my passion. I develop long-term competitive advantages based on consumer and
experience-orientated proﬁt strategies.
Revenue growth rates of 16 and 40 times have made my past two years extremely
exciting and rewarding - another idea successfully commercialised!
With my nomination as Retail Director of Palladium Hotel Group in 2011, I resumed full
responsibility of 15 ﬁve-star resorts throughout the Caribbean and Ibiza, as well as the
newly-opened high-proﬁle investment initiative, Ushuaïa Ibiza Beach Hotel, which
instantly became my focal point.
In the ﬁrst year I had just ﬁve months to establish a new organisation, ranging from an
in-house design team, production and logistics to opening a network of stores and,
ﬁnally to selecting and managing a team.
In May 2012 a brand new store concept was implemented and another three points of
sale added, including a two-ﬂoor ﬂagship store that was opened downtown Ibiza and
another directly inside the very heart of Ushuaïa, next to the world-famous signature
The annual result was a revenue increase of 16 times compared to the previous year.
Capitalising on consumer insight
The 2013 season was even more exciting. Based on sales and customer analysis, I
introduced a new design direction and more product categories. The customer
reaction did not fail our high expectations. Combined with the mid-season opening of
a freestanding store at the Ibiza airport, revenue grew to a staggering 40 times
(4,000%) compared to the base year.
Ushuaïa Ibiza: The brand that changes Ibiza
Ushuaïa Ibiza Beach Hotel is a totally avant-garde concept, which perfectly
combines a ﬁve-star hotel experience with outdoor live performance of the top
DJs in the world. Ushuaïa is also known as the tech-forward hotel brand;
300.000+ Likes on Facebook in just two years and a ﬁngerprint based
40 TIMES INCREASE
Further growth initiatives are being implemented and sales are expected to
increase another 75% in 2014 - bringing revenue growth to nothing less than
70 times compared to the base year. What’s the secret? In brief, I put the
company ﬁrst by being customer centric!
16 TIMES INCREASE